Blogging, Branding, Content Marketing, Facebook, Inbound Marketing, Lead Generation, Social Media, Social Networking
Sharing is how you build a Brand
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Hi Paul,
I’d love to hear any tips you have on sustaining content. I find this a particular challenge in B2B when I need to tap subject matter experts (rather than writing the posts myself) to create content. Thanks!
@ Tracey – ok a few tips on this topic
1) you need to start thinking like a publisher – what are you going to produce each month
2) once you have that in your mind – now make a publishing calendar out of it – so you have a plan
3) stop asking thought leaders to write stuff for you – get a writer and have the writer interview them and “suck it out of their head”
4) then send them the resulting paper for comments and approval
5) you write up the blog post and get the web page done
6) then launch blog post and send out the email to a data dip of those that have downloaded similar types of content
and bingo you have the makings of a content factory
Paul,
Strong points and I love the wedding analogy. In simplest terms, you need to give to get. I agree you need to create relative content on your blog, Facebook, Twitter and other outposts. The biggest difference from a traditional marketing approach is that it’s a commitment and not a campaign.
I also think you need stimulate social media content as opposed to just focusing on creating content. How so? What if you started with your most valuable resource . . . your current customers? Employing the same giving philosophy, what if you created some little extras that were unique to your business. You purposely went above and beyond to exceed the expectations of your customers. You give your customers something to talk, tweet, Facebook and post about. Zappos does this with their customer service. They encouraged their customer service folks to stay on the phone as long as needed with customers. Their commitment to the customer makes them standout in a ‘sea of sameness’. As a result people go out of their way to share their experiences about Zappos.
Best,
Stan
@9inchmarketing – The average distance between the brain and the heart is 9 inches
#PurpleGoldfishProject
@ Stan – I know it seems so simple but surprisingly few companies actually practice this type of customer centricity – I think it will be harder and harder for those that haven’t understood this principle yet to behave as they do today. Social will transform that soon enough.