Blog Posts

11/02/2015
Author : Tim Parker
With the increase in thought leadership content production we’re now seeing across a range of industries, the demand for people who can do it is going up, too. That shouldn’t be a problem, surely, as all sorts of publications are shutting down for want of advertising money, or from the sheer...
10/26/2015
Author : Tim Parker
In a research study we conducted with the Association of Management Consultant Firms (AMCF) earlier this year, one of the things we looked at was how effective marketers at consulting firms considered their thought leadership. The answer was: Extremely effective                    1% Highly...
10/26/2015
Content death by committee poses a real danger, and a dilemma for people managing thought leadership at consulting firms. An article that begins with one partner can end up with five partners involved, and in the process the article’s authority and voice vanishes, noted one manager at a recent...
09/28/2015
Author : David Rosenbaum
The August 2015 Gartner Hype Cycle for Emerging Technologies placed “advanced analytics with self-service delivery” at the very crest of the “Peak of Inflated Expectations.” Of course, you know what comes next: the dreaded “Trough of Disillusionment.” It’s been a long slog to the top for analytics...
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...
Blog Tags: TL Marketing
08/29/2015
Author : Tim Parker
Too much thought leadership content from consulting firms has a lecturing, hectoring tone that parents too often adopt with their children. Eventually, (as every parent knows), the kids stop listening. So, too, will the readers of thought leadership content that adopts this all-too-familiar and...
08/19/2015
Author : David Rosenbaum
As has been well documented (and repeated ad infinitum), we are in the midst of a thought leadership, content marketing explosion. Also well-documented are the characteristics of this explosion and if you’ve somehow dodged the shrapnel, you can read all about its magnitude here, the trends here,...
08/18/2015
Author : Bob Buday
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...
Blog Tags: TL Marketing
08/11/2015
A recent article I edited drew this comment repeatedly from a copy editor: "colloquial." I resisted changing the words in question and mentioned it to a colleague. This got us talking: Why have so many people decided colloquial in business writing is bad? To clarify, I don't mean colloquial terms...
07/28/2015
Author : Bob Buday
Too many subject matter experts begin their articles and conference presentations on the wrong foot: by failing to precisely state the problem at hand. Understandably, this can leave an audience frustrated, even angry. They are being asked to wade through a solution before they even understand the...
07/24/2015
Author : David Rosenbaum
A recent study conducted by my colleague Bob Buday with the AMCF and Research Now discovered something most content directors and CMOs probably intuited: Bad thought leadership content lowers the reader’s opinion of the firm that publishes it. That is, it makes potential clients disappear. That’s...
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07/15/2015
Author : Tim Parker
If you are a small company with some large clients, you are unhappily aware that many of them have quite long payment terms. A firm for which we recently did strategy work (and was a pleasure to work with) has $50 billion in revenues and minimum payment terms of 60 days. The terms were non-...
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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...
Blog Tags: TL Marketing
06/28/2015
Author : Tim Parker
A study just conducted by my colleague, Bob Buday, in collaboration with the AMCF and Research Now, found that bad thought leadership content actually lowers the reader’s opinion of the firm that publishes it. In other words, if your content is bad, you’re driving away potential clients. That’s not...
06/18/2015
Author : Bob Buday
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...
06/16/2015
Author : David Rosenbaum
Quite some time ago, I wrote a blog for the Bloom Group entitled “So You Want to Write a Book.” In that blog I sketched out the benefits to thought leaders (or people who wanted to be thought of as thought leaders) of having a book to one’s name, and then proceeded to go into the mechanics of how...
06/04/2015
When I read a contributed article, a company mission statement on a website, or an email subject line, I sometimes picture people arguing around a table. I can tell they’re arguing because the prose that has emerged is garbled. It’s garbled because the tribes inside the company – IT, finance,...
05/28/2015
Author : Tim Parker
A business always looks to measure the return on its investments. Otherwise, how would it know if it’s properly allocating its precious resources? How would it know if it’s succeeding, failing, or just treading water? Similarly, any firm that generates and publishes thought leadership content...
Blog Tags: TL Strategy
05/26/2015
Author : Bob Buday
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...
Blog Tags: TL Marketing
05/11/2015
  In the early days of my career in tech journalism, back in the nineties, reporters and editors received a steady stream of pitches from public relations pros touting expert sources we could interview. These pitches rarely worked. There were too many of them, and they were usually just excuses to...

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