Topic Microsites

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...
10/18/2012
I like microsites – good ones, that is. When a professional services or other B2B company has a lot to say on a narrow issue or to a narrow audience, and when it wants to be regarded as the go-to firm on that issue, bringing together a mass of content in one place on the web makes a great deal of...
11/19/2010
More and more companies outside of management consulting and IT are undertaking thought leadership marketing. And progressively more of them are building topic microsites. Perhaps Neil Rackham has put his finger on why. Neil Rackham is the originator of SPIN selling – a technique for training...
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...
07/30/2010
In an article we published in June we explained why we think that topic microsites will supersede white papers for B2B marketing (see here). In my last couple of posts I showed the many different elements that have been incorporated into some emerging topic microsites (here) and explained which...
07/16/2010
A topic microsite is a website or a section of one that features a company’s expertise on a particular issue. It is a much more effective way to disseminate a message or a point of view on a complex matter than a white paper or one-off article. That’s because there are many components that you can...
07/10/2010
We expect that in B2B marketing, white papers are going to be replaced by topic microsites. It won’t happen overnight, but there are so many advantages, both to the reader and to the authors, that it will happen eventually. (You can read a full explanation of this point of view here) Some of the...
07/01/2010
We believe that topic microsites will ultimately eclipse white papers and other downloadable media as the primary channel for point-of-view dissemination. Among the reasons for this are that a web page is a much more powerful medium to convey information with. Things you can do with a web page that...
05/20/2010
Most companies doing B2B content marketing are using the internet and digital technology to automate the old process of publishing and distributing white papers (or articles, or newsletters.) As in the old days, the content development and writing is a still one-off process, followed by...
05/07/2010
This post is the sixth and final in a series about the six new rules of thought leadership marketing. Today, Rule #6: Perpetual online communities are displacing intermittent marketing campaigns. In the preceding five parts of this series I’ve talked about how white papers can be better marketed,...
05/05/2010
This post is the fifth in a series about the six new rules of thought leadership marketing.  Today, Rule #5, sustained  traffic supersedes downloads. After you generate Internet chatter about your white paper, your next set of marketing tactics must be much different than those many companies are...
04/30/2010
It’s amazing just how ingrained old techniques and old ways of thinking can be.  Especially mine (as my kids often remind me).  But the reason old habits are ingrained is that they work – at least for a long time. Then they begin working less well.  And at some point they don’t work.  Here’s what I...
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...