Chris Koch

How Manchester United Revolutionized Sports Marketing

Chris Koch

Fantasy league members generally view about seven times more content – text, video, and data – on NFL.com than non-fantasy users. . Web/mobile content. Ask me which English soccer, uh, football team I would support and I would say Liverpool.

9 attributes of the best thought leadership content

Chris Koch

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

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Trending Sources

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

Chris Koch

They are more likely to encounter our content through search than through the social media channels themselves. One of the reasons I know that B2B marketers get this is because the number one goal of marketers in our survey was to integrate social media into the larger marketing strategy —to link social media to their idea marketing process and their events—the channels that are proven and where the business has committed to contributing content.

What the slow death of B2B publishing means for marketers

Chris Koch

This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Meanwhile, B2B buyers still hunger for good, specific content just as they always have.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

billion on content creation Each year B2B organizations spend more than $5.2

Does integrity make you a social media loser?

Chris Koch

What a ridiculous notion, that someone’s content is worth tweeting every time. I don’t know anyone whose content I would recommend to my followers every time (and I have 135 feeds I follow in Google reader). I tweet links to content, not quotes from famous people. I tweet at least 5:1 ratio of other people’s content to my own. In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter.

Four reasons to hate thought leadership

Chris Koch

I also dislike another term that seems to be gaining ground these days: content marketing. Content” sounds so achingly dull and bland. What customers are looking for are good ideas, not content. You may have noticed that I’ve changed the name of my blog. I’ve changed it for two reasons. First, because I’ve left ITSMA and joined SAP , where I will focus on marketing the good ideas of the many subject matter experts there.

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3 ways to link marketing to revenue without metrics

Chris Koch

In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. Too much of our content just tries to look and sound smart—great focus on ideas, but no real connection to how our companies can solve the problem. If you’re a regular reader of this blog, you know that I’m constantly beating the drum of integrating content with an automated lead management process. How do you link content to revenue?

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4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. It’s yet another channel for reaching customers and the effort required to set up a Facebook page and create RSS feeds of your content to update it is pretty small. If the only way to get people interested in your content is by giving them stuff instead of wisdom, how are you supposed to sustain that connection over the long term?

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

The prerequisite to effective social media: the idea organization

Chris Koch

Few go so far as to specify the number of ideas or idea-based content that these people are expected to produce each year, but they have made idea development a part of the yearly review discussion. 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!)

2011: The year of personal brands

Chris Koch

Testing the popularity of content. One of Forrester’s former analysts, Jeremiah Owyang, developed a big following on his personal blog “Web Strategy” in part because he hits on all cylinders of blogging: frequent posts, engaging content, and an active audience that contributes interesting and insightful comments. What happens to that content when he leaves? Do you really want a former analysts’ content to dominate your corporate brand’s search rankings after he or she leaves?

15 things marketers should stop doing and thinking in 2011

Chris Koch

Mobile is just a content channel. We’re dismissing mobile because we can’t see ways to pump content through phones to buyers. Buyers don’t like looking at content on smart phones. Optimize your content for phones. We need to close the loop on what buyers do with our content and use that insight to predict what they will do next. This is a typical comment: “I’ve got plenty of content.

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How to write blog posts from a white paper

Chris Koch

If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. So this week I went back to the white paper writer and asked for a series of short blog posts based on the content in the white paper.

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How to make social media add up to thought leadership

Chris Koch

You’d save yourself a lot of time if you made this part of your content strategy from the beginning. Needing to create a larger linking logic gives new life to older content. I know I’ve been telling you to reuse and re purpose content, but now I realize that there’s another important opportunity in this strategy: creating a summation narrative. Have you done this with your content?

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

I have seen the future of B2B marketing. It’s on Forbes.

Chris Koch

I agree (journalism’s future will be determined by its ability to create a business model that pays better than the current one: giving away content for free and charging way too little for ads), but I think he missed the more important disruptive power that platforms like BrandVoice really do have: to disintermediate traditional marketing. For the past few months, I’ve been one of the authors of content on SAP’s little corner of the Forbes platform and I’ve become a big fan.

The 2 questions on every buyer’s mind

Chris Koch

We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Marketing and sales must agree on the alignment of content to the various buying stages so that sales will get the right signals about when and how to approach customers for a sale. Do you segment your thought leadership content?

Why you need to turn your customers into stalkers

Chris Koch

All through 2010, marketers have been telling us that they are having a harder time getting their content noticed. The characteristic that stands out is that these channels are all more personal than more traditional content. 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.

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How to use social media for B2B

Chris Koch

Social media are repositories for discussions and content on every possible topic. Social media is all about sharing—whether that be pointing to good content (yours and others’), or sharing expertise and experience. Managing the conversation gives us ways to stretch our content further.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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

Chris Koch

Anecdotally, we hear that content gets exponentially more clicks when there’s no registration form attached to it. Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number.

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Stop doing PR. Start doing visibility.

Chris Koch

PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). 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? Most journalists have discovered social media as an important research tool.

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Thought leadership is still dead; long live idea marketing

Chris Koch

Idea marketing is not purely about the nature of the content (Gartner’s definition sounds like it intends the output to be white paper to me). There are two parts to idea marketing: idea development and content dissemination. An idea network provides a reliable source of content for marketers to package and disseminate. Create a content development process. Align content with the buying process. Whose Reputation is Your Marketing Content Building?

3 factors in winning the social media horse race

Chris Koch

It’s easier for tweets to flow across all the various social networks because of their short nature and the fact that they usually contain links to longer content that can show up on Facebook and G+. There are only two types of content in social media. One of the reasons that Twitter is compelling is because its content is so short. Seems everyone has an opinion about Google’s G+.

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The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

Is Twitter “social?”

Chris Koch

99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that Then I click through to see if the content is something that I think B2B marketers might learn from. If it is, I re-tweet it or rewrite the tweet if I think there’s a better point to be made about the content than what the original tweeter said. If I disagree with the content I’ll say so and ask others what they think.

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Koch to S(blank)0s: Drop Dead

Chris Koch

Do you use this S(blank)0 crap to write your content? In 1975, New York City was a real s—thole (I should know, I was a teenager growing up in the area at the time—yes, I’m that old). Dangerous, dirty, rundown, corrupt, without a trace of its current chicness and style, and, most significantly, broke. Image via Wikipedia. Now, this isn’t a political blog so I’m not going to take sides, but the rap on the city down in Washington, D.C.

Koch to S(blank)0s: Drop Dead

Chris Koch

Do you use this S(blank)0 crap to write your content? In 1975, New York City was a real s—thole (I should know, I was a teenager growing up in the area at the time—yes, I’m that old). Dangerous, dirty, rundown, corrupt, without a trace of its current chicness and style, and, most significantly, broke. Image via Wikipedia. Now, this isn’t a political blog so I’m not going to take sides, but the rap on the city down in Washington, D.C.

Is the era of PR over?

Chris Koch

Nobody reads your content. They dug deeper and created original content. Press releases are not substitutes for real content. The process of getting subject matter experts placed in publications or other third-party content channels is awful for everyone involved. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

13 questions about social media and thought leadership

Chris Koch

Content is replacing salespeople in the earliest stages of the buying process. If buyers find your content you’re a step ahead. Content builds intimacy between the company and the prospect until you can put them in touch with a salesperson. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue).

There is only one objective in social media: create learning networks

Chris Koch

That means social media are extensions of our content development and dissemination processes. By creating content that offers relevant, timely, and useful ideas and education for buyers at all stages of the buying process, we create the incentives for buyers to engage with us in conversation and community. Create a content development process. Using ideas from the learning network, marketing needs to develop content.

Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. By improve I mostly mean that we need to make the content more and more relevant to target buyers. To fulfill an ever-increasing demand for content you need a process. That’s how we should think about our marketing content process.

The TV Is No Longer a TV

Chris Koch

That’s because our new content providers, Hulu and Amazon Prime, are as easy to watch on a computer, an iPad, or, in a real pinch, a phone, as they are through the Roku device attached to the former TV.

How Jimmy Fallon Redefined the Celebrity Biography

Chris Koch

However, in hindsight, his tryout seems like a prototype for the site’s most successful content: It’s unscripted, it’s funny, it’s a snapshot in time (spoiler alert: he’s skinnier), and perhaps most importantly, it’s short (just eight minutes).

Patents Are Dead

Chris Koch

But increasingly, high-cost products “will be islands of IP-driven content in a sea of content created without the need for IP.” (See, I have always associated innovation with patents.

How much do you “charge” for your content?

Chris Koch

Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Yet while generally we can’t put a price tag on our content, we do charge for it.

9 attributes of the best thought leadership content

Chris Koch

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

Integrating mobile into B2B marketing

Chris Koch

CK has tons more content on B2B mobile that you should check out. Great conferences have impact that lasts long after the day (or two or three) that they occur. MarketingProfs’ B2B Forum is one of those conferences.