Blog Posts

05/13/2014
Author : Tim Parker
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...
Blog Tags: TL Marketing
05/13/2014
Author : Tim Parker
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...
Blog Tags: TL Marketing
05/05/2014
Author : Bob Buday
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...
04/28/2014
Author : Tim Parker
With thought leadership exploding as the next big thing in B2B marketing, there has been an eruption of punditry offering to define it for us. A search on “What is thought leadership?” returns about 34,000 citations on Google. And it seems a new attempt at definition arrives in my mailbox via...
Blog Tags: TL Strategy
04/25/2014
Author : David Rosenbaum
Orange Papers now available on the X Random Consulting website. Orange represents change.  At X Random, we understand change and apply innovative solutions to help our clients successfully manage change. Our white papers are referred to as Orange Papers as a reminder that at X Random we focus on...
Blog Tags: TL Marketing
04/09/2014
Author : Tim Parker
We’ve lived with social media for a good 10 years now. Despite the passing of a decade in which we’ve all become familiar with social media tools – figured out the ones we like, dropped the ones we don’t, and generally ceased being excited about them – the  hype shows no sign of abating. The trend...
04/01/2014
Author : Bob Buday
In a previous post, I explored the biggest changes I’ve seen in thought leadership marketing over the last 20 years. In this post, I predict the biggest changes I see for the rest of this decade. My focus here is on content, specifically what I see companies doing to create better content. Quality...
03/25/2014
Author : David Rosenbaum
Is Bitcoin, the proprietary digital currency now accepted by eBay, Overstock.com, Wordpress, and other digital businesses (as well as by money launderers the world over) a good subject for a thought leadership article? One might think so. Type “Bitcoin” into Google and you get 41 million hits...
03/19/2014
Author : Tim Parker
I once wrote a post here about why developing and writing thought leadership content is harder than many people think. I explained that one of the reasons it’s so hard is that the source of a firm’s insights – its consultants and experts – are almost by definition an inch wide and a mile deep in...
02/27/2014
Author : Bob Buday
Are content marketing and thought leadership marketing the same thing? I have had a point of view on this for awhile (as you might imagine), one that until today I realized I hadn't published. But a great conversation this morning with the razor-sharp Jason Mlicki of Rattleback, a web marketing...
Blog Tags: TL Strategy
02/19/2014
Author : Tim Parker
I was told last week by a B2B conference organizer (named Susie) that thought leadership is the biggest new thing in B2B marketing. I cite her as an authority because she has no reason to be biased on the topic – whereas I clearly do. She asked me what I saw as the biggest barriers that companies...
Blog Tags: TL Strategy
02/07/2014
Author : David Rosenbaum
The New York Times ran a feature story last month with the fairly compelling headline, “I May Be 50, but Don’t Call Me a Boomer.” Me, I’m skeptical of all generational tags – the Silent Generation, Generations X, Y, and Z, Millennials, whatever. As an old newspaperman, I know very well that they’re...
01/28/2014
Author : David Rosenbaum
The web is a tabloid medium. Like tabloid newspapers, the web collects the world’s news and notes, analysis and opinion, flotsam and jetsam, organizing it all in helter-skelter fashion without passing judgment. Great content and nonsense are treated the same. The web, like the tabloid, is a great...
01/21/2014
Author : Bob Buday
Last month, I resisted the temptation to write the traditional year-end column that looks back on the year and predicts what’s ahead in the new one. On the topic of thought leadership, I’m more interested in taking measure of a longer period of time – the foreseeable future. In my next three posts...
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01/17/2014
Author : Tim Parker
Demand Media’s share price today is $5.50, down from a high of $24.55 shortly after it went public in 2011. This is good news for companies that can create good content. Let me explain why. Demand Media is one of several “content farms” that sprang up in the first decade of the new millennium to...
12/18/2013
Author : Bob Buday
Who in thought leadershipland would have believed that a national newspaper columnist (David Brooks of The New York Times) would indict our profession in 800 satirical words yesterday? (I thought our uncharted island would remain undiscovered by the national media.) Who would have thought critics...
11/21/2013
Author : Tim Parker
Your mother probably told you never to sell the family silver: the bowl with your coat of arms lovingly etched on the side, the flatware with your family initials beautifully engraved on the shafts. In the professional services world, there’s a similar feeling about a firm’s proprietary insights...
11/18/2013
Author : Bob Buday
If you believe social media is the channel of the present and future for thought leadership marketing, think again. It isn’t, according to the most recent annual survey of consulting firm marketing that we conducted with the Association of Management Consulting Firms and ResearchNow. You can read...
11/08/2013
Author : Tim Parker
Recently, more than one person has taken our work, edited it slightly and used it for their purposes. So let’s talk about why this is a bad idea. And it’s not just because copyright violation is crime. The demands on B2B content creators are continually rising. In a study we conducted earlier this...
08/26/2013
Author : Tim Parker
We’ve long been advocates of writing in plain English, but our remonstrations have fallen, like dead leaves, on deaf ears.  Jargon continues to reign in business writing, and its stubborn persistence has forced us to rethink our position.  We pride ourselves on taking a clear-eyed, evidence-based...

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