Marketing Channels

09/07/2012
The grand experiments that Harvard Business Review, Forbes, McKinsey Quarterly and other business publications have been staging with their online editions if anything are proving one point: Readers don’t want to be just readers anymore. They want to engage in online discussions about the articles...
05/24/2012
You’ve no doubt read on other websites about the need to bring a publishing model to thought leadership marketing. We actually think the opposite is true: If you’re following a publisher’s mindset with your online journal, you'll miss a big opportunity to sell more productively. Let me explain....
03/29/2012
Real insights, in the world of business as much as in any other field, take a lot of work to produce. They especially require research. It’s a myth propagated by the “Attain thought leadership in 5 easy steps” crowd, that all you have to do is come up with a good idea, and then hey, write a book,...
03/14/2012
Thought leadership marketing is a subset of what Seth Godin calls permission marketing, and which he defines as the privilege of delivering anticipated, personal and relevant messages to people who actually want to get them. The point of thought leadership marketing of course is to attract...
01/08/2011
Most B2B blogs aren’t read by decision makers and don’t drive business. This was brought home to me last week when a friend at a law firm told me they don’t do social media marketing because the blogosphere is an ocean of bad content and “even the name blog suggests a fat, unwieldy, ugly thing that...
11/09/2010
Lots, if it’s much like most of them. Many of them leave me wondering how they help the firms that produce them. Let me take one of the best as an example. Roland Berger is a German strategy consulting firm with a solid reputation and an award-winning management journal, think:act. Their thought...
10/13/2010
Eccolo media has just published their excellent third consecutive annual report on B2B technology collateral – the results of a survey into how B2B tech buyers consume vendors’ content as they go through technology purchasing decisions. Some of this collateral comprises brochures and technical...
09/03/2010
We continually look for signs that thought leadership marketing is gaining adherents outside of professional services.  The most recent nugget we’ve seen is one from Borrell Associates, a decade-old company you probably haven’t heard of unless you’re in the newspaper business. (They are a research...
04/30/2010
This post is the fourth in a series about the six new rules of thought leadership marketing. Today, Rule #4: Online columns have become a potent new channel. Increasingly, the online editors of the leading business publications are opening up their digital editions’ editorial space to outsiders—for...
04/28/2010
This post is the third in a series about the six new rules of thought leadership marketing. Today, Rule #3: influencing the online influencers is critical. Before the era of blogs and Twitter, thought leaders had few opportunities to get opinion leaders such as CEOs, business gurus, and famous...
04/21/2010
This post is the second in a series about the 6 new rules of thought leadership marketing. Today, Rule #2; an author’s admirers now do the promoting. The most effective way to distribute a thought leadership piece (such as a white paper or article) has always been to have readers recommend and pass...
04/16/2010
Bob Buday and I just published an article on the six new rules of thought leadership marketing, about how it has changed, especially with the advent of social media. The article is not about the technology – it’s primarily about how behaviors and expectations have changed, and the changes are...
04/09/2010
Both we and a number of other marketing people advocate not putting a gate – such as requiring contact details – on content that’s intended to show off a firm’s expertise. (If you can legitimately sell your content, as Harvard Business Review does for instance, then that’s a different matter.) The...
03/22/2010
 I gave a presentation at a meeting of the Association of Management Consulting Firms in New York on Friday about the “Six New Rules of Marketing Thought Leadership.” It covered a lot more than just using social media for B2B content marketing, but that was a part of it. An objection I heard more...
03/04/2010
This is a question posted by Ian Mavorah in the LinkedIn Marketing Executives Group a week ago  which has generated a lively discussion. There are plenty of people who think that social media are making us anti-social. I don't. Here's why. It seems pretty clear to me that social media mostly...