Blog Posts

07/19/2013
Author : Tim Parker
Most professional services firms today can’t generate enough good material fast enough to put distance between themselves and their competitors. But that's because they're not making the most of a source of intellectual capital right under their noses: their professionals in the field. Why are they...
07/18/2013
Author : Bob Buday
If I had a dollar for every time I've heard someone say, “No one reads long articles anymore” over the last 26 years, I’d be as rich as Sir Richard Branson. Well, maybe not quite. But you get my drift. It’s a flawed argument. It’s also the wrong “less is more” argument to make with thought...
03/30/2013
Author : Bob Buday
After 26 years of watching consultants and other advisers successfully use ghostwriters, I was stunned recently to hear a professional services marketer who didn’t believe in the practice. It happened at a March 27 Association of Management Consulting Firms seminar in Boston, a gathering of about...
03/24/2013
Author : Tim Parker
Over the weekend I watched a TED talk (here) by Andrew Stanton, the writer of all three Toy Story movies, and writer/director for Wall-E, Finding Nemo and John Carter. In it Stanton lays out some of the lessons he’s learned over the years, both from others and from his own trials and errors, about...
02/17/2013
Author : Bob Buday
I hate to dampen any firm’s enthusiasm about investing in thought leadership. We believe B2B firms that bring superior expertise to solving their customers’ problems (not just superior products and services) will be the ones that thrive. Yet it’s easy for B2B companies (and particularly their CMOs...
Blog Tags: TL Strategy
02/03/2013
Author : Tim Parker
Perhaps the biggest challenge for B2B content marketers today is creating strong content, quickly and consistently (see chart). The standard is continually rising for both the quantity of great ideas and how compelling they must be to stand out in an increasingly cluttered marketplace. But as Jeff...
01/08/2013
Author : Tim Parker
Mostly Yes, and a little bit No. Let me tell you a story. About a month ago I got a call from “one of the country’s biggest search engine optimization firms,” based in California. Since the sales guy was appealingly non-pushy, I agreed to talk with an ‘SEO technician’ next. He turned out to be the...
12/17/2012
Author : Tim Parker
It might seem odd to turn to the literary masters for lessons on business writing. But I think there are some we can learn. And the first has to do with clarity. Here are a few excerpts from some of the greatest fiction writers of the 20th century. Ernest Hemingway: “The house was built on the...
12/03/2012
Author : Tim Parker
Lots of companies actually. Especially those that: Primarily sell expertise: I.e., professional services firms, especially management consultancies and IT services companies Sell complex products with associated services: E.g., call center telephony systems, business intelligence software Sell...
Blog Tags:
11/26/2012
Author : Bob Buday
Many B2B companies (and not only professional services firms) are investing vast sums today to be regarded as “thought leaders” – as renowned experts on the issues their products and services address. One very large professional firm that we know of estimates spending at least $150 million annually...
Blog Tags: TL Strategy
11/16/2012
Author : Tim Parker
Anyone who invests in thought leadership wants a good return on their investment, whether in leads generated, engagements closed or reputation enhanced. But there are many ways companies can make sure they don’t get a good payback. Here are the 10 worst ones we commonly see, from strategic...
10/18/2012
Author : Bob Buday
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...
Blog Tags: Topic Microsites
09/07/2012
Author : Bob Buday
The grand experiments that Harvard Business Review, Forbes, McKinsey Quarterly and other business publications have been staging with their online editions if anything are proving one point: Readers don’t want to be just readers anymore. They want to engage in online discussions about the articles...
06/07/2012
Author : Tim Parker
We just conducted our third consecutive study on the use social media for marketing by management consulting firms (with AMCF and Research Now). We found that social media is becoming ever more important to those firms and to their clients. And we wondered, as it does, how will that affect the...
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05/24/2012
Author : Bob Buday
You’ve no doubt read on other websites about the need to bring a publishing model to thought leadership marketing. We actually think the opposite is true: If you’re following a publisher’s mindset with your online journal, you'll miss a big opportunity to sell more productively. Let me explain....
Blog Tags: Marketing Channels
05/16/2012
Author : Tim Parker
Usually companies publish thought leadership to be more visible in the marketplace. But sometimes when they publish research-based material, they do everything right until, at the very end, they inadvertently dilute the impact and limit their audience. To make sure we get interesting results from...
Blog Tags:
04/13/2012
Author : Tim Parker
Good writing is important in business as everyone knows. And it’s especially important for professional services firms publishing articles, research studies and white papers. These things show off a firm’s expertise and so are actual samples of the firm’s product. A sales brochure for a printer,...
Blog Tags: Writing
03/29/2012
Author : Tim Parker
Real insights, in the world of business as much as in any other field, take a lot of work to produce. They especially require research. It’s a myth propagated by the “Attain thought leadership in 5 easy steps” crowd, that all you have to do is come up with a good idea, and then hey, write a book,...
Blog Tags: Marketing Channels
03/14/2012
Author : Tim Parker
Thought leadership marketing is a subset of what Seth Godin calls permission marketing, and which he defines as the privilege of delivering anticipated, personal and relevant messages to people who actually want to get them. The point of thought leadership marketing of course is to attract...
Blog Tags: Marketing Channels
11/30/2011
Author : Bob Buday
When we entered the thought leadership marketing business back in 1998, our clients rightly asked us what would make them thought leaders. We told them then, as we tell them now, that there are two pieces to the puzzle: great content and great marketing programs that implant that content in the...

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