Chris Koch

9 attributes of the best thought leadership content

Chris Koch

It’s best to address a problem before customers realize that it’s a problem. The best thought leadership pieces are bold and attack conventional wisdom. Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary.

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How social media muteness endangers your company: The crisis at McKinsey

Chris Koch

The article itself is one of the best examples of thought leadership I have ever read. Despite its prowess in thought leadership—McKinsey is simply the best—the firm is falling dangerously behind in social media. McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media.

Trending Sources

7 reasons why social media success has nothing to do with social media

Chris Koch

9 attributes of the best thought leadership content (christopherakoch.com). This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements.

6 ideas for sifting the mobility chaos

Chris Koch

Users simply want to use the device they like best; they care less about who owns it (indeed, many would be happy to have the company buy it for them). For about 20 years (sad to say I was a journalist for even longer than that) it seemed that every white paper that crossed my desk began with some variant of this sentence: “As the world becomes more global and interconnected, businesses need a way to see through the complexity. Hire us.]“

5 Key Aspects of Accurate Marketing Automation System Software Pricing

Don't let price confusion keep you from selecting the best Marketing Automation software for your organization's needs. Simplify your software evaluation process with this free Marketing Automation Systems software pricing guide!

How to measure influence in social media marketing

Chris Koch

The best of these is still Technorati, because blogs are, in and of themselves, the most influential channel within social media. Image via Wikipedia.

The prerequisite to effective social media: the idea organization

Chris Koch

Some companies have companywide competitions for the best ideas or the best white paper. At the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization.

Why Brand Journalism Must Die

Chris Koch

The best idea marketing is conceived, funded, created, and disseminated by a commercial interest in a commercial goal. There is no such thing as brand journalism. I was a journalist for 25 years, so I should know.

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Social media’s Hallmark Moment: the Twitter Auto DM

Chris Koch

We will do our very best to keep you informed and entertained.” What about doing your very best —every day! I take a perverse pleasure in reading my Twitter DMs, 99% of which are of the automated variety, looking for the heartfelt sentiment that goes out to me and thousands of other close personal friends every day from people I’ve started following. I try to imagine the impulses that motivate the writers behind these parsimonious hanging chads of fake individualized attention.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

Why you need to turn your customers into stalkers

Chris Koch

All of the best blogs are personal. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do.

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The crisis of buyer information in B2B and how to fix it

Chris Koch

The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good. Image by roboppy via Flickr.

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Stop doing PR. Start doing visibility.

Chris Koch

PR schedules interviews between the subject matter experts and the influencers and tries to influence the interaction to put the company and its offerings in the best light. The best way to get press and influencer attention these days is to write smart things that are easily discoverable. Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Okay, so if the traditional model for PR is failing, what do we do instead?

Is lead generation killing marketing?

Chris Koch

Meanwhile, an overemphasis on leads causes salespeople to devalue the things that marketers really do best. We need to get past this battle over leads and get back to doing what we do best. What happens when you stake the value of your contribution to the company on something that you’ll never do as well as someone else?

Is Twitter “social?”

Chris Koch

The best truly “social” interactions I see on Twitter are organized chats. Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. A study by Yahoo Research found that 50% of tweets are generated by an “elite” group of 20k users and that those users tend to follow one another rather than branching out—what many refer to as the social media echo chamber. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

What Pisses off the Man Who is the Face of 3D Printing

Chris Koch

MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society.

Sports Analogies Suck, Right?

Chris Koch

What’s the best way to deliver a more engaging experience to season ticket-holders and casual fans alike? Teams are looking for ways to create what we call ‘the best day of their life’ for fans attending a game,” said Frank Wheeler , global VP of sports and entertainment at SAP.

13 questions about social media and thought leadership

Chris Koch

My feeling is that it is apt, because the best model we have for doing this is publishing—i.e., What social media vehicles are best for promoting B2B thought leadership? I think single authors work best, but it’s much more work and can distract from the brand. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue).

How Jimmy Fallon Redefined the Celebrity Biography

Chris Koch

Right now, the practice is to simply excerpt bits from their shows in “best of” compilations and market them. English: Jimmy Fallon CES 2009 in Las Vegas, NV (Photo credit: Wikipedia). Jimmy’s Fallon’s career – and much of who he is as a person – can be summed up in eight minutes.

Six Key Steps to Successful Marketing Automation Adoption

With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs Selecting a Marketing Automation platform can be a daunting task.

9 attributes of the best thought leadership content

Chris Koch

It’s best to address a problem before customers realize that it’s a problem. The best thought leadership pieces are bold and attack conventional wisdom. Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary.

Have you created a waking dream for your customers?

Chris Koch

That’s also why the best movie I’ve ever seen (for me, the Godfather) still pales next to the best book I’ve ever read (War and Peace) because I own the vision of Pierre lying on his back in the middle of a horrific battlefield and looking up to see the most beautiful blue sky imaginable. (I

Why Tut would have been buried with his iPhone

Chris Koch

The smooth contours and the shimmering black glass bezels make the devices look more like something out of a Swarovski store than a Best Buy. Sure, sure, I know it’s Apple and Apple is to the ’10s what Sony was to the ’80s.

How to build emotional engagement in B2B marketing

Chris Koch

Hey, it was the best thing we came up with at the meeting, so why wouldn’t customers like it, too!?). I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology?

B2B 2

16 best practices for creating customer councils

Chris Koch

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started. Vet potential members careful to make sure they are all genuine peers. Create a set of common objectives as a basis for collaboration, such as: Knowledge creation. Market change. Policy change. Organizational change.

16 best practices for creating customer councils

Chris Koch

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started. Vet potential members careful to make sure they are all genuine peers. Create a set of common objectives as a basis for collaboration, such as: Knowledge creation. Market change. Policy change. Organizational change.

What are your best practices for "recession marketing?"

Chris Koch

And we have lists of marketing best practices that we can rattle off. Okay, so I’m not an “A-list&# blogger. But I’ve been at it long enough that I’ve earned the right to call in a favor now and then. My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me.

What are your best practices for “recession marketing?”

Chris Koch

And we have lists of marketing best practices that we can rattle off. Okay, so I’m not an “A-list&# blogger. But I’ve been at it long enough that I’ve earned the right to call in a favor now and then. My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me.

Is “social media campaign” an oxymoron?

Chris Koch

I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. I would have had only slightly less disdain for the audience for these campaigns.

The last of the anti-social marketing tactics

Chris Koch

I’ve spoken to hundreds of CIOs in my career as a journalist and I can tell you that at best, they ignore taglines ; at worst, they feel their intelligence insulted by them. Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think.

7 reasons why social media success has nothing to do with social media

Chris Koch

9 attributes of the best thought leadership content (christopherakoch.com). This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements.

Is Twitter “social?”

Chris Koch

The best truly “social” interactions I see on Twitter are organized chats. Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. A study by Yahoo Research found that 50% of tweets are generated by an “elite” group of 20k users and that those users tend to follow one another rather than branching out—what many refer to as the social media echo chamber. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers.

The crisis of buyer information in B2B and how to fix it

Chris Koch

The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good. Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Never left a voice mail, (which my gut was telling me should have been a signal), but the number was local.

Why our thought leadership is broken

Chris Koch

The best example of this that I can think of is IBM’s Smarter Planet. All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. Let me explain. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. A wall existed between publishers and advertisers.

15 qualities of a good social media voice

Chris Koch

The best social media voices have a clear understanding of what it feels like to stand in their audiences’ shoes. As my friend Laura Nicholas points out, the best social media voices try to inspire others to action. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple.

How to get others to blog

Chris Koch

Very few writers are able to get their best thoughts out on paper without some help. One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies.

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Social media raises the bar for customer intimacy

Chris Koch

We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. Social media is raising the bar on customer intimacy. Though it has become a generic term, customer intimacy was first coined by Michael Treacy and Fred Wiersema who worked at CSC/Index back in the 90s when I was a thought leadership marketer there.

How social media will change lead generation in B2B

Chris Koch

The best way to do this is with thought leadership. The era of the sales process beginning with a lead is over. The number of B2B buyers who are ready to buy as soon as they engage with our marketing is small—and social media will make it even smaller. We have to come to terms with the fact that there is a stage of the buying process that comes before the buyers we are pursuing are ready to become leads. We call it the epiphany stage.

How to create B2B social media policies

Chris Koch

The best documents don’t just tell employees what not to do; they also tell them what they should be doing to further the marketing goals of the company. People need to know that taking personal responsibility for their actions is the best guideline of all. The best retort to criticism is factual evidence to the contrary. Employees are not doing the best thing for the company by letting social media take over their workdays.