Paul Gillin

3 Branded B2B News Services That Get It Right

Paul Gillin

Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. was originally a pure curation model; content consisted of brief summaries of articles and video from other sources on the Web.

What Makes a Good B2B Online Video

Paul Gillin

I spent some time with comic video whiz Tim Washer (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. That’s why “content marketing” is now so hot.

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Trending Sources

Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

Many executives create thought-leading content all the time in emails and posts on the company intranet. “I don’t have time to build my LinkedIn profile. I already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter?

Cool & Useful Sites for the Holidays

Paul Gillin

Yet another way to connect groups of people over video chat – but Hangouts also enable the chat participants to share and enjoy digital content like YouTube videos in real time. Sony has brought together two of it’s popular platforms by creating virtual movie theaters on Playstation 3 that stream content from Crackle - and it’s planning to add more digital hangouts later this year.

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

How to Promote an Event with Social Media

Paul Gillin

This enables you to assemble photo galleries by stitching together tagged content from a variety of sources. Content from past events is your best promotion for future events. Be sure to provide an RSS feed so that potential attendees can subscribe to new content as it’s posted.

How to Summarize Content for a Business Audience

Paul Gillin

Look to this model when summarizing content. B2B Content Marketing marketing Tips Big Data Executive summary Inverted pyramid

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. B2B Content Marketing Research Social Media Earnest is a U.K.-based based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” ” Its work certainly bears out that goal. Earnest’s B2B campaigns have a lot of B2C energy inside them.

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How Much Should You Pay For Content?

Paul Gillin

Staffers turn out more content per dollar than contractors, and you don’t have the overhead of legal documents, busted deadlines and flaky freelancers who simply disappear in the middle of the night.

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A Content Formula for Complex B2B Organizations

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

The Other Social Network

Paul Gillin

LinkedIn recently gave group owners the option of making their content public so that all activity from that point on would be visible to search engines. Summarize your content and ask a question. Have you checked out LinkedIn lately?

Tips for Building a Quality Twitter Following

Paul Gillin

My philosophy of building a Twitter following has always been to provide interesting content about the Internet, digital media and publishing, with occasional excursions into my beloved Red Sox and New England Patriots. I breached the 10,000-follower mark on Twitter yesterday. I marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

Stand Out builds on the premise that a great online presence is a function of distinctive content delivered through multiple channels with the assumption that interactions with constituents are part of the process.

B2B Blogging Gets Publishing Discipline

Paul Gillin

Another defined the blog’s mission as being “to provide actionable and thought-leadership content for customers and prospects on…topics the company’s product helps optimize.&#. Two of the four finalists had hired professional journalists to oversee content.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

Only people can post content. It’s easy to measure the response to content you post. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

Content. “Do you ever wonder who are the most active members of your communities or what content is most popular? Content can be organized by various views, including a -like custom news page and topical filtering. Michael J.

Social Marketing Hangover

Paul Gillin

These companies have got half of the equation right: They’re producing solid content.

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I’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

These publishers eschew search optimization in favor of creating content that people want to share. Short on content? A lot of marketers are frustrated by the perceived need to turn out a lot of content, but the problem is much more manageable if you reuse and repackage creatively.

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

Good content sells itself. I prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Perhaps you’ll find these basic explanations useful in some context.

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

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

There are several aspects of this ever that I like: Minimal branding – Constant Contact intentionally keeps the focus on the content rather than its brand. It’s a low-key approach to branding that uses the quality of the content to validate the service.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Only about 10% of its content promotes Constant Contact services. A journalist contacted me with some questions about social media marketing that I hear quite often. I thought I’d share my responses here. These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should do, and explain why they’re important. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

I love this content concept, and it’s an idea more B2B marketers could adopt. Contact influencers in your market – or even your own customers or subject matter experts – and ask them for short paragraphs on a topic, then combine that content into an e-book.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Manage Social Content. It describes four measures of content effectiveness that take into account multi-channel activity: Content-to-Contact Ratio, Comments-to-Content Ratio, Comments-to-Profile Ratio and Content-to-Share Ratio.

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

IDC: US Tech Firms Underestimate Emerging Market Opportunity

Paul Gillin

These “green field” markets are building IT infrastructures around mobile technologies, adopting social media for content distribution and investing in “smart cities” at a faster rate than mature markets, Ng said.

What You Probably Didn’t Know About Editors

Paul Gillin

Content marketing, she writes, “has emphasized producing a high volume of content at the expense of producing content that people actually want to consume.” But repetitive, unremarkable content drives audiences away, which is the opposite of what marketers want to achieve.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

Basically, stop throwing content against the wall and start making it more meaningful. Geoff Livingston’s comments on creating trusted content are particularly good. I happen to be one of the 14 people quoted in this Dell e-book, Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. I have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge.

Earth Knowledge is a Great Example of Content Curation

Paul Gillin

One of the really innovation features of Earth Knowledge is a Google Maps mashup that delivers selected content contributed by partners in a striking visual style. The site operators don’t create any original content. Earth Knowledge takes curation to a new level.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Why helpful, non-promotional content is the key to lead generation success. Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

Earlier in the week it used an in-line poll app to ask “ What content are you most excited to see on our Facebook page? &# Interestingly, videos and product announcements topped the list.

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Recommended Reading – 7/9/15

Paul Gillin

Ninja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. SlideShare Secrets to Stack the Decks in Your Favor – Content Marketing Institute. 15 Habits of Highly Effective Content Marketers – HubSpot Blog.

How Twitter Amplifies a Customer Attack

Paul Gillin

Twitter, Facebook, e-mail and other social networks are all amplifiers to some extent, but Twitter is unique in that its content is public. This makes Twitter a rapid vehicle for spreading long-form content like videos and blogs. A 2009 study by Sysomos reported that 85% of Twitter users post less than one update per day, 21% have never posted anything and only 5% of Twitter users produce 75% of the content [3].

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

The marketers quoted here (I’m one of them) offer advice on how to create unique content that stimulates engagement, which is the currency of social media marketing. B2B Content Marketing Social Media Marketo

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale

Sensible Talk About Social Media Measurement

Paul Gillin

When you scan the table of contents, however, you’ll see nary a mention of those social networks. The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can’t be quantified stubbornly persists.

How to Calculate Social Marketing ROI

Paul Gillin

Her response: “When [our target audiences comes] to our site, they watch the videos and they are engaging with the content on the site. If leads aren’t coming in as quickly as we had estimated, we can adjust costs downward to improve ROI by setting up content-sharing arrangements.

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ComScore Data Illustrates But Also Obfuscates

Paul Gillin

Twitter doesn’t host any long-form content itself (like Facebook does) or frame others’ content (like LinkedIn) Finally, the whole idea of Twitter is not to have to spend a lot of time with it.

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Attack of the Customers Press Release

Paul Gillin

Paul Gillin is a writer, speaker and online marketing consultant who specializes in helping businesses use content to reach customers. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. It was more difficult than I expected!

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