Stories on the tech industry, content marketing and online sales enablement
I’ve been writing about Mary Meeker’s State of the Internet report for a few years now on this site. Her 2016 edition was just made public. Here’s the entire slide deck courtesy of KPCB and hosted on LinkedIn. Mary has widened her scope over the years and the deck is up to 213 pages. If […]
Analytics are a big part of all StoryTech Consulting client engagements. Specific success metrics vary by account, but every content marketing program needs data to show what content is resonating and how that content is contributing to shortening the sales cycle. My clients use many different analytic packages, but Google Analytics is often the starting […]
The rise of social media has democratized the concept of being an “influencer.” For businesses, this term used to mean a mainstream journalist or analyst. Those two categories are still important, but today it also means anyone who has cultivated a large following on social media and is perceived as authoritative and trustworthy. These influencers […]
Merry New Year to all! 2015 was an eventful year and I’ve many things to be thankful for this season. The success this past year however took time and attention away from Chrisparente.com. I needed to be focused on serving my clients and building my content marketing firm, StoryTech Consulting LLC. Working with clients almost […]
Last week I read an interesting post from Laura Ramos, vice president and principal analyst at Forrester Research. Laura is Forrester’s point person for B2B marketing, and she was sharing her thoughts on how complicated what she refers to as “contextual marketing” has become for B2B companies. The biggest reason she cites is the proliferation […]
Content marketing means different things to different clients. There are consistent threads in StoryTech Consulting content marketing campaigns — for example, understanding of the target audience, a commitment to top quality content and integration with the client’s sale process are typical elements. But there are a number of different tactics we can employ, based on […]
Yesterday I donated a small amount to Wikipedia. Like millions of others I use the site frequently as my online encyclopedia and research tool. Periodically I’d be served messages about how Wikipedia depends on donations to remain subscription fee and advertising free. Until yesterday I ignored the requests. I didn’t donate that much, less than […]
As I’ve mentioned in previous posts, most of my clients are running social media advertising campaigns. Major platforms like LinkedIn and Facebook have limited the effectiveness of organic sharing and promotion, making changes clearly intended to steer companies towards paying for reach and exposure. Typically when money is spent companies want to see reporting that […]
Mary Meeker released her annual State of the Internet report at last month’s Re/Code conference. As usual it was chock full of interesting stats, this year expanding to almost 200 slides. I wrote about her previous State of the Internet reports in 2012, 2013 and last year. In addition to the quality of the research, […]
Last October I wrote about differing views on how social media advertising should be conducted. My take on the debate between leading social media practitioners Maddie Grant and Jay Baer drew a lot of views and a number of excellent comments on LinkedIn. To some degree Maddie and Jay were talking about B2C brand advertising, […]
Does you company know the kind of information prospects want to receive from you? According to a survey released last month by research firm Market Connections, many government contractors talk about themselves rather than share information government buyers are seeking. Titled the Federal Content Marketing Review 2015, the report is a good read and available […]
The technology publishing company GigaOm closed its doors last Tuesday. As a consultant working in the technology space for many years, this news really struck me. Back in the day I’d occasionally pitch GigaOm for my technology clients. You really had to know the space to have any chance, which I always respected. And way […]