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Distinguished Engineer, author and content marketer Mike Moran shares his latest insights on “black hat” search, the importance of mobility to B2B companies and how differentiation defines content strategy. His litmus test for a great content strategy is that it will still work if all your competitors adopt it.
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Podcast: Play in new window | Download (Duration: 29:32 — 27.0MB) | Embed

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An interview with former Forrester executive Josh Bernoff, who is also the co-author of Groundswell. He has started a new business addressing jargon, corporate doublespeak, and vacuous communications. In addition to the interview with Josh, we report on Twitter stock taking a hit as the company announced disappointing earnings and continues to struggle with increasing member activity, whether Twitter could become acquisition bait or, even worse, the walking dead; it’s looking like a distinct possibility that if this company doesn’t refocus its efforts on creating a great user experience — it’s too beholden to Wall Street right now.
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Podcast: Play in new window | Download (Duration: 37:19 — 34.2MB) | Embed

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A look at the uneven application of Fair Use for adding copyrighted content to your YouTube videos and other media; Sprinkr’s acquisition of GetSatisfaction is further evidence of the importance of customer reviews, and a conversation about the potential for Meerkat and Periscope in B2B marketing. Eric and Paul interview Sarah Goodall, head of social media for SAP in EMEA.
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Podcast: Play in new window | Download (Duration: 34:55 — 32.0MB) | Embed

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New McKinsey research makes the case that B2B purchasing decisions are not only growing increasingly complex but also evolving to resemble B2C buyer journeys; government agencies are loosening the reins on their scientists and increasingly allowing them to speak freely about their research, according to the Union of Concerned Scientists; an interview with Jeff Hawley, Director, Customer Experience Group, Yamaha Corp. of America.
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Podcast: Play in new window | Download (Duration: 45:35 — 41.7MB) | Embed

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The gender discrimination lawsuit against Kleiner Perkins points out the need for workplaces to find ways for recognize people who aren’t naturally vocal and aggressive; a new study by Google says 46% of potential buyers researching B2B products today are millennials, up from 27% in 2012. That makes them the biggest generational group researching these products; a report from Dun & Bradstreet NetProspex based on an analysis of 223 million records finds that more then 71% have gaps and inaccuracies; an interview with Naomi Oreskes, co-author of “Merchants of Doubt.”
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