TL Marketing

01/06/2017
Three trends in 2017 will make it considerably harder for thought leaders and the people who work with them to win market attention: more and better competition; an increasingly time-starved and distracted audience, and greater economic uncertainty that will lead to a flight to more established...
01/03/2017
Looking to kickstart 2017 by improving your firm's thought leadership content efforts? Take a look at our blogs that gained the most readership in 2016. You'll find practical advice on content development, content marketing, and much more. 10. Better Team Dynamics Make for Better Thought Leadership...
09/20/2016
Fantasy: After a tough slog, your article has been published in HBR, a top trade journal, or a customer-facing publication that your company produces. You sit back, relieved. The hard part is over. Thousands of potential customers will now read it, and fabulous new leads will pour into your B2B...
09/08/2016
One of our newer clients said something to me yesterday that I think helps explain why thought leadership marketing has become so important for many companies. He said the leaders of his consulting firm now recognize they need to demonstrate their expertise to potential customers – not merely say...
06/01/2016
You’ve doubtless heard of the Gartner hype cycle that describes how technologies and strategies rise swiftly to a “peak of expectations,” and then precipitously slide into a “trough of disillusionment” before attaining a “plateau of productivity.” But as something is rising, one rarely thinks of...
01/28/2016
  The term content marketing is having a buzzy moment that reminds me of the height of the SEO craze. Search for “content marketing” on LinkedIn and you will find companies desperate to hire content marketing professionals – lots of them. However, many businesses don’t even understand what content...
11/05/2015
What separates winners from losers in the race among consulting firms to establish thought leadership? The Association of Management Consulting Firms (AMCF), The Bloom Group, and Rattleback explored that question in an April 2015 survey of consulting firm executives and their clients on thought...
09/10/2015
You may dislike the term "personal branding," perhaps because some people have taken it to extreme levels. But branding yourself is not optional. Any business professional needs an online presence and a professional identity. Colleagues, customers, and potential employers look you up, every day. On...
08/18/2015
For years, we have urged chief marketing officers who have embraced thought leadership marketing to make a strong financial case for it – to measure the return on investment. My colleague Tim Parker recently blogged on this topic. Yet I sense too few marketers actually measure thought leadership...
07/07/2015
Let's take a quick look at some statistics that point to the current realities of thought leadership marketing. Are you surprised by any of these statistics -- or the opinions of your peers who are trying to establish thought leadership? Please weigh in using the comments section at the end of the...
06/18/2015
Your company may have deep expertise, but that alone won’t make the phone ring or the email arrive. If you're already generating regular market interest – clients citing you, prospects calling you, reporters quoting you – let me offer you a hearty congratulations. You’re among a very small minority...
05/26/2015
Much has changed in thought leadership marketing in the last 10 years -- but not every company has changed with it. Is your company making enough progress compared to your peers? Since 2006, we have studied how consulting and IT services firms conduct thought leadership marketing. Learn about today...
10/08/2014
Should a professional services firm trademark a marketing slogan? While I’m not a lawyer, I believe that practically speaking, trademarking (more accurately, servicemarking, the term used to secure the naming rights to a service rather than a physical product) a word or phrase to promote a...
09/23/2014
Is self-publishing a wholesale replacement for publishing in other people’s channels? Do we really need to deal with the Harvard Business Reviews, Sloan Management Reviews, and their ilk these days, trying (often in vain) to convince them of the merits of our articles? Should we continue to reach...
07/25/2014
Whose names should appear atop an article or research report? This may seem like a minor issue, as inconsequential as choosing which charts or photos to use in a white paper. But it isn’t at all. In fact, handled poorly, it will dampen a firm’s best efforts to get its experts to contribute ideas....
06/25/2014
Many definitions of thought leadership are floating around on the Web. (I'll have an updated version shortly.) And people opining about the characteristics of thought leadership abound as well. (I'm guilty of that too.) These criteria become important when you try to get experts to develop their...
06/13/2014
The thought leadership industrial complex churns out an endless stream of articles full of advice about how to become a thought leader. One nugget invariably is to get quoted in the media. But these articles never tell you how to do that. The funny thing is, it’s not that hard. In truth, getting...
05/13/2014
Marketing Automation and Thought Leadership Marketing automation is the next big thing. It has worked wonders for Amazon. But now vendors are pitching it to companies that sell B2B products and services. They’re promising B2B firms that they can attract prospects with content and then manage them...
05/13/2014
We frequently publish articles in third-party journals on behalf of our clients. You can see some of them featured in “Recent Client Successes” on our home page (top right). Sometimes people ask us how we do it and we tell them. But we’ve never published our approach. So in the spirit of an earlier...
05/05/2014
In this final post of a three-part blog series, I discuss what will never change in the still-nascent and fast-changing field of thought leadership. (The first post examined what has changed, and the second predicted the biggest changes ahead.) I just can’t imagine the following three elements ever...

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