Blog Posts

05/24/2016
Author : Bob Buday
If your firm is desperate for leads, thought leadership won’t help in the short term. Anyone who hopes thought leadership marketing will deliver a miracle cure for a dry sales pipeline will very likely be disappointed. We occasionally get inquiries from firms that we sense are desperate to drive...
05/12/2016
Great content revolves around two words: passion and pain. We all like to read about our passions (think sports, food, social causes) and our pains (think health worries, tax rules, certain presidential candidates). The best B2B content, whether self-published or published in top-tier business...
05/04/2016
Author : Tim Parker
Traditionally, we think of thought leadership marketing (TLM) as having two primary objectives: To raise a company’s reputation in the marketplace To generate leads for sales people. If TLM makes the phones ring, it’s helping sales, right? It’s doing its job. The rest is reputation building; that...
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05/02/2016
Author : David Rosenbaum
                    This happens all the time. A subject matter expert at a professional services firm tells a content director, or a writer hired to help her, that she has written a thought leadership article about whatever. All it will need, she says confidently, is a light edit. Then you read it...
04/19/2016
Author : David Rosenbaum
I think it’s fair to say that this season’s presidential contest has become historically unpleasant and weird, or weirdly unpleasant. While the intensity of the weirdness, and unpleasantness, may have surprised some, the fact that politics is rough surprises no one. Most people consider politics...
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04/15/2016
Reading a press release about a conference I was considering attending, I groaned. One of the speakers described himself as an "industry luminary." What is a luminary, anyway? No industry association designates you an official luminary, the way you are dubbed a doctor, lawyer, or Ph.D. It's one of...
04/08/2016
Author : Bob Buday
Anyone who has long succeeded in using thought leadership marketing to create demand for expertise may be lulled into a dangerous impression: that the quality of what they publish, and how they attract audiences to it, will always be good enough. Always has been; always will be. But the chances...
03/11/2016
  At consulting firms and other B2B companies, disagreements often arise over what matters most to customers in thought leadership articles. Since no one has infinite time to devote to these articles, you must separate what is vital to customers, and what is merely nice to have.  Surely, it's worth...
03/04/2016
Author : David Rosenbaum
It is a truth universally acknowledged that most work today is team based. A recent Harvard Business Review study was predicated on the proposition that “teamwork is . . . a key to organizational success.” Producing thought leadership is also a team effort. Subject matter experts can’t always...
03/04/2016
You're a subject matter expert and you've worked with a good content editor to craft a thought leadership article that might really set you apart. You've done the hard work of perfecting your argument and illustrating it using real-world examples and data. Now comes the dangerous last mile: The...
03/03/2016
Author : Tim Parker
I’ve seen quite a few articles lately from content marketing buffs on how to “cut through the clutter.” That’s a legitimate concern, given that for instance, an estimated 1400 blogs are posted every minute. But much of the clutter-cutting advice is not good, and here I will invoke a law my...
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02/18/2016
Author : David Rosenbaum
There are scores of widely accepted laws that accurately describe the realities of business. The Peter Principle: People are promoted to their level of incompetence. That means a person will rise within an organization until he or she is placed in a job they are really bad at. Parkinson’s Law: Work...
Blog Tags: TL Strategy
01/31/2016
Author : Tim Parker
If you’re in the B2B marketing business, you’ll have noticed that both content marketing and thought leadership marketing have grown massively in popularity in recent years. As there’s a good deal of overlap between the two, there’s a lot of room for confusion. Naturally, many have stepped into the...
Blog Tags: TL Strategy
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...
Blog Tags: TL Marketing
01/26/2016
Author : Tim Parker
You’ll find many guides on our site for evaluating thought leading content. One we use every day is described in “The Seven Hallmarks of Compelling Intellectual Capital” which (among other things) says that thought leadership has to be novel, focused, validated, and differentiating. All true. But...
12/23/2015
Author : David Rosenbaum
Writing is my business. I write almost every day, and practice, they say, makes perfect. I’m far from perfect, but I’d like to think I’m better than the average bear. So in the holiday spirit, I offer five simple rules I follow in hope they’ll help you write better. 1. Avoid adverbs Communicating...
12/23/2015
  For consulting firms and other B2B companies, self-publishing has a place. Articles by a firm’s thought leaders on the company website can serve as a portfolio of subject matter expertise for current and potential clients. Self-publishing also helps establish articles with SEO power around...
11/19/2015
Author : Tim Parker
Every week you can find a new survey report that tells you things that aren’t very interesting: How many recruiters use LinkedIn; that digital advertising continues to overtake print; that an increasing number of companies are using CRM systems. These reports aren’t interesting because a) they...
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11/16/2015
Author : Bob Buday
“Our thought leaders don't give us their time.” We’ve heard B2B marketers utter this gripe for years. Of course, it’s nearly impossible for them to capture their firm’s knowledge in articles, write conference presentations, and otherwise “package” ideas if the internal experts won’t spend time...
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...

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