Content and marketing copywriting, writing training, seminars and workshops
Contact Me
(978) 391-4595
Email Me
  • Kranz on Content
    • content marketing
    • B2B marketing
    • marketing training
    • copywriting
    • social media
    • eBooks
    • WTF?
    • Web marketing
    • Video
  • Writing That Works
    • Client List / Samples
  • Speaking / Training
    • Online Digital Marketing Training
    • Winning RFPs
    • In-House Workshops
    • Storytelling for Salespeople
    • 1-Day eBook Workshop
    • Content Strategy Workshop
    • Marketing Facilitation
    • Upcoming / Previous Events
  • Free Stuff
    • eBooks
      • Making Your Case
      • The 7 Secrets of Super-Successful Content Creation Teams
      • The eBook eBook
    • Articles
    • Copywriting Glossary
  • Who Is Jonathan
    • 10 Reasons Not to Hire Jonathan Kranz
    • Bio

Meeting at Tippingpoint Labs

November 16, 2009kranzcomB2B marketing, blog, content marketing, social media, Web marketing

Last Friday I had the pleasure of meeting Andrew Davis and his colleagues, Brad Schwarzenbach and Scott Loring at Tippingpoint Labs in Newton, Massachusetts. With offices in a former mill building, Tippingpoint Labs is a new media enterprise in what had been an old industrial complex, one that made women’s hosiery.

If you’ve ever seen Drew in action (if not, it’s an opportunity you shouldn’t miss), you know he likes circles. Like a circus ringmaster, he likes to direct his audience’s attention to various actions and reactions within the Venn diagrams he makes, moves and manipulates.

Friday’s meeting was no different, except he improvised his circles on the spot, drawing connections and possibilities, some of which I want to share with you here:

  • Too often, “social media” is narrowly conceived as being “Facebook” or “Twitter.” But as Drew correctly pointed out, it’s anywhere on the Web where your people (and your customers) are talking to each other, including review and product category support sites.
  • Likewise, our thinking about “content” is too constrained. As an example, Drew used telephone support centers. After all the time the support people apply to solving a problem, their resulting solutions are wasted — there’s little to nothing in place to capture the material. But suppose you could cull the best answers to the most common problems? And then post that material to your website? Then you’d have meaningful content your customers want — and that would cut your support costs considerably.
  • There are too many “echo chambers” online in which marketers are merely talking to themselves, summoning cheers for social media. But the real gains will come when we break out of our chambers and find ways of connecting our, and our customers’, voices together.
  • Raw numbers, as in blog subscribers and Twitter followers, are relatively meaningless. The real name of the game is sustained relationship building, not quick hits that create temporary traffic spikes that disappear nearly as rapidly as they are formed.

There was more good stuff, but my memory fails me. Definitely check out the Tippingpoint Labs blog for additional, and ongoing, insights.

Oh, yeah, now I remember: Brad does an unbelievably funny, spot-on parody of Andy Rooney. Listen to it on their podcast, Online Parodies.

Learn from other experts at this PR roundtable.

 

: B2B content, leadership, social media

Related Posts

Backtracking a successful social media trail

July 27, 2009kranzcom

Check out the B2B Content Marketing Workbook

August 6, 2009kranzcom

The (web) surfer’s code: lessons from the laid-back

August 20, 2009kranzcom

Recent Posts

  • Michelle Ngome: “Within 12 months, I was able to reach more than six figures in revenue, all because of the work I did by sitting in Jonathan’s workshop”
  • 5 Key Qualities of Champion Content
  • Get “hooked” on these tips for financial services marketing
  • Lessons Learned from Killing Marketing, Part 5
  • Lessons Learned from Killing Marketing, Part 4

Recent Comments

    Archives

    • September 2022
    • April 2020
    • March 2018
    • October 2017
    • September 2017
    • August 2017
    • June 2017
    • February 2017
    • November 2016
    • October 2016
    • April 2016
    • December 2015
    • July 2015
    • February 2015
    • November 2014
    • October 2014
    • September 2014
    • August 2014
    • February 2014
    • January 2014
    • November 2013
    • October 2013
    • September 2013
    • August 2013
    • July 2013
    • June 2013
    • May 2013
    • April 2013
    • March 2013
    • February 2013
    • December 2012
    • November 2012
    • October 2012
    • September 2012
    • August 2012
    • July 2012
    • June 2012
    • May 2012
    • April 2012
    • January 2012
    • December 2011
    • September 2011
    • August 2011
    • July 2011
    • May 2011
    • April 2011
    • March 2011
    • February 2011
    • January 2011
    • December 2010
    • August 2010
    • July 2010
    • June 2010
    • March 2010
    • February 2010
    • January 2010
    • December 2009
    • November 2009
    • October 2009
    • September 2009
    • August 2009
    • July 2009

    Categories

    • B2B marketing
    • blog
    • content marketing
    • copywriting
    • eBooks
    • marketing training
    • social media
    • Uncategorized
    • Video
    • Web marketing
    • WTF?

    © 2009-2017. Jonathan Kranz. All Rights Reserved.