If no one can understand you, you must be really smart. Right?
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...
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.
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.
In a TED talk, Andrew Stanton of Toy Story and Finding Nemo fame, lays out the lessons he’s learned about good storytelling. There is a lot that students of thought leadership can learn from Mr. Stanton.
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.
For B2B content marketers 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 to produce anything good is hard. Producing it in quantity is many times harder.
What to look out for when the SEO salesmen come knocking.
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.
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...
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.
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.
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...
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...
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...
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.
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.
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,...
Real insights, in the world of business as much as in any other field, take a lot of work to produce. All the best (and enduring) ideas are underpinned by substantial study of the real world and the development of a model to explain the findings. But in business, our intended audience — executives...
The point of thought leadership marketing of course is to attract prospective customers with interesting and relevant points of view. But for firms that don’t have a well-established reputation already, if they don’t push the material out, how will anyone know about it? And if they do push it out...