Chris Koch

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9 attributes of the best thought leadership content

Chris Koch

Great ideas are better when they are presented in the context of a story with a beginning, middle, and end. The ideas should be presented against a backdrop of deep contextual understanding and experience. 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.

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What the slow death of B2B publishing means for marketers

Chris Koch

In fact, buyers are hungrier than ever for good ideas presented in an objective way that target their specific needs. Meanwhile, Google, which has become the biggest ad agency of them all, gets rich by presenting hungry content seekers with links to JC Penney.

Is ghost writing in social media right or wrong?

Chris Koch

The posts won’t be controversial so much for the content itself (although I hope that that happens eventually) as for the way I’m presenting it. I wanted to present the core arguments here to see what you think. Here my arguments for letting me present others’ ideas from the SCN post and adapted for your consideration here: Most people—even really smart people—can’t write worth a damn.

Is “social media campaign” an oxymoron?

Chris Koch

The presentation mostly hypes Eloqua’s Facebook campaign, but a couple of things stood out for me. 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. Fly-by-night opportunists hoping to win your Facebook sweepstakes.

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing.

Stop doing PR. Start doing visibility.

Chris Koch

Those people may receive media training, presentation and speaking training, 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. And research shows that even the stodgiest C-level executive does at least three web searches per day.

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Thought leadership is still dead; long live idea marketing

Chris Koch

Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.). So much of what passes for thought leadership these days is little more than warmed over brochures. It may look better and read better than a brochure, but it’s still a brochure because it emphasizes our products and services over the needs of the people we are trying to reach.

Is the era of PR over?

Chris Koch

For example, if the agency-managed interview leads to bad press, the guard dogs can show that they are managing risk for the company by blaming and firing the agency (agencies are used to this and work with many different companies in order to manage the ever-present risk of getting fired). 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.

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

Chris Koch

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). So for example, a tweet or a posting in a LinkedIn forum leads to blog post, which leads to a video, which leads to a conference presentation, white paper, or private event for top customers.

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing.

The power of self-regulation in customer relationships

Chris Koch

In this video of a conference presentation Zane did (don’t bother with the whole thing, just scroll down in the box marked “Chapters” to “Zane’s Cycles”—it’s short and sweet), he offers the bowl to people in the audience and asks them to take from the bowl.

How much do you “charge” for your content?

Chris Koch

As publishers are able to present content that doesn’t look like crap like it does on a web browser, they can charge more and advertisers can grab more attention. Image via Wikipedia.

Is “social media campaign” an oxymoron?

Chris Koch

The presentation mostly hypes Eloqua’s Facebook campaign, but a couple of things stood out for me. 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. Fly-by-night opportunists hoping to win your Facebook sweepstakes.

9 attributes of the best thought leadership content

Chris Koch

Great ideas are better when they are presented in the context of a story with a beginning, middle, and end. The ideas should be presented against a backdrop of deep contextual understanding and experience. 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.

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing.

13 qualities of a good social media voice

Chris Koch

On the other hand, if you’re only trying to reach the techies, jargon may be expected, as marketer Jed Sundwall points out in this excellent presentation, Finding Your Social Media Voice. 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.

15 qualities of a good social media voice

Chris Koch

On the other hand, if you’re only trying to reach the techies, jargon may be expected, as marketer Jed Sundwall points out in this excellent presentation, Finding Your Social Media Voice. 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

Then make a plan for hitting those topics in as many different types of content as possible (blog posts, conference presentations, videos, etc.) 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.

How to squander your leadership in social media

Chris Koch

It all leads back to the mother ship in the end—via reports and presentations that are better and more fully informed than they would have been. Social media experts often chide marketers about control. The experts say that in the new era of social media, marketers need to stop delivering tightly-scripted, one-way messages and start engaging in uncontrolled, transparent conversations with customers and prospects wherever those conversations happen.

How much do you “charge” for your content?

Chris Koch

As publishers are able to present content that doesn’t look like crap like it does on a web browser, they can charge more and advertisers can grab more attention. Image via Wikipedia. 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.

Why B2B marketers hate social media

Chris Koch

The first hurdle for B2B marketers in developing a social media strategy is presenting a case for why their companies should be involved in social media at all. In a recent post, I offered some hard research data to support the growing importance of social media to B2B. But this time I want to address the legitimate concerns that ITSMA clients give us when we talk about the wonders of social media.

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Want proof that the C-suite is into social media? Here it is.

Chris Koch

One is the river of planned content—the conference theme, the presentations, etc.; There are two rivers of content at conferences. the other is the river of conversation that flows through the event at breaks, meals and receptions. This is where you get the dope on the shared challenges of the attendees. We just wrapped up our ITSMA Annual Marketing Conference this week and the strongest current driving the river of conversation was social media.

The five components of a successful thought leadership program

Chris Koch

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy.

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The five components of a successful thought leadership program

Chris Koch

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy.

CRM 2

16 best practices for creating customer councils

Chris Koch

Use the customer council to feed an executive education program/forum whereby the content developed within the customer council is presented to a larger audience. 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.

16 best practices for creating customer councils

Chris Koch

Use the customer council to feed an executive education program/forum whereby the content developed within the customer council is presented to a larger audience. 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.

Five reasons why B2B marketers should be in social media even if their companies are not

Chris Koch

That presents a big challenge for marketers trying to monitor what’s being said about their brands. To be successful with social media marketing, we are going to have to become social media guinea pigs. We are accustomed to creating programs and campaigns and then standing back and observing them. Social media will demand involvement that is much more personal.

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Praise the Lord and pass the tweets!

Chris Koch

I’ve done enough presentations about web 2.0 I present the usual stats showing web 2.0 to see that the sessions tend to fall into one of two categories: revival meeting or therapy session. This week, I experienced both. Most of my web 2.0 sessions are with marketers from big B2B technology companies and I often experience deep cynicism, even anger, from people who question whether web 2.0 has any value for marketing.

Bring marketing into the account planning process

Chris Koch

When it came time to present to the customer, salespeople used the toy retailer’s terminology, and marketers designed the proposal cover and contents to look like one of the company’s stores. We’re always hearing that marketing and sales should be better aligned (whatever that means), but I see little practical advice about how to do that beyond the usual change management stuff.

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A stunningly simple path to creative business presentations

grow - Practical Marketing Solutions

Thanks to Haiku Deck and Slideshare , there is no excuse to create lousy slide presentations any more! A few month ago, I became aware of a mobile app called Haiku Deck that allows you to create impressive slide presentations right from your mobile device.

Four new effective presentation techniques you can use right now

grow - Practical Marketing Solutions

I recently had the opportunity to observe some great speakers — Mitch Joel , Tom Webster and Laura Fitton and I learned a few things that I am incorporating into my keynote presentation style. Tom Webster did something I had never seen before in a presentation and it was very effective.

Presentations Need More Dragons: Corporate Storytelling Techniques

B2B Marketing Insider

You know, deep in your heart, what presentations lack. As a content strategist for a presentation design firm, my company wages war against […]. The post Presentations Need More Dragons: Corporate Storytelling Techniques appeared first on Marketing Insider Group.

10 Fun and Interesting Presentation Ideas

grow - Practical Marketing Solutions

At some point in every business person’s life, you will have to give a presentation and if you’re like me, it can still be an anxious experience. Sometimes that’s OK, but images can also help you create a more fun and interesting presentation.

8 Easy ideas to make your presentation memorable

grow - Practical Marketing Solutions

That’s a difficult feat, even for the best presenters. A few years ago, a research team led by Stephen Kosslyn and composed of experts from three universities studied how presenters could improve their public speaking. What would you add to make your presentation memorable?

The Ultimate Presenter Checklist for Running (Seemingly) Flawless Webinars

Act-On

If you’ve been asked to be a presenter for an upcoming webinar – congrats! Webinar presenters are most often chosen because they are articulate, engaging, and an expert in their field, so kudos to you. At the very least you should hold a dry run one week prior to the presentation.

How to Create an Engaging and Effective Presentation

Act-On

I used to think presentation decks were an afterthought. Here are some lessons I’ve learned (somewhat painfully) about putting together clear and effective presentations. Start there and work backwards to create your presentation. Tell ‘em – this is the meat of the presentation.

Stop presenting- Start engaging!

Kaon

Here is an “inconvenient truth” that all sales and marketing professionals need to understand immediately: No-one wants to sit through a presentation on your products and services. No more sales presentations – these have gone the way of the printed brochure.

The 25 Best Slideshare Presentations Of 2013

B2B Marketing Insider

So I looked through the most popular presentations published in the last 12 months and picked the top 25 slideshare presentations of 2013 for business leaders, marketers and growth hackers. The 25 Best Slideshare Presentations of 2013.

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3 Simple Presentation Techniques to Engage Your Audience

Modern B2B Marketing

Author: Kyra Johanson I recently had the opportunity to watch Jamie Gutfreund, Global CMO at Wunderman, present. When you’re presenting, set up your tables so that people sit in smaller groups. The presenter gets data from a random sample. The presenter gets a break.