Gillin emphasizes value of b-to-b blogs

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Chicago—Paul Gillin, author of “Social Marketing to the Business Customer,” (John Wiley & Sons, January 2011) urged b-to-b marketers to embrace social media, particularly blogs, in a presentation he made Wednesday here. The speech was part of Mobium's regular New Paradigm event series. “B-to-b blogs are the closest thing to a no-brainer I can think of,” said Gillin, who is also a BtoB columnist, in his presentation “Social Media: It's Not Just for Consumer Marketers Anymore.” He added: “Blogs kill on search engines.” Gillin said blogs, when done properly, build the credibility of the marketer and provide potential customers with helpful content, which can then be shared across a variety of social media. “Bottom line: If you're not helping, they're not listening,” Gillin said. “It's not "How do I sell?' It's "How do I help?' ” Citing examples from Dell Inc., Emerson Electric Co. and others, Gillin emphasized that b-to-b marketers should embrace a “publish everywhere” mentality. He recommended posting company videos to YouTube, promoting blogs on Twitter and uploading PowerPoint presentations to SlideShare. “[SlideShare is] YouTube for us [businesspeople],” Gillin said. “What's the language of business professionals? It's PowerPoint, for better or for worse.”
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