Blog Posts

11/13/2011
Author : Bob Buday
As a long-ago graduate of Penn State (1977) who covered Joe Paterno and Jerry Sandusky’s football teams for the school newspaper, I feel the following goes without saying. Sandusky’s alleged sexual abuse of boys, first and foremost, is an enormous tragedy for his victims. Their emotional health...
Blog Tags:
07/04/2011
Author : Tim Parker
In February this year, Google rolled out an algorithm change called Panda, intended to give lower rankings to content farms. These are sites that host not very original content specifically written to capture search enquiries and generate advertising revenue. If you are wondering why this matters,...
Blog Tags:
06/09/2011
Author : Bob Buday
The term “knowledge management” was big in the mid-1990s when big companies saw the need to share expertise beyond those proximate to it. A decade and a half later, the term “thought leadership marketing” is in vogue, and some see a connection between the two. What prompted me to bring this up?...
05/28/2011
Author : Bob Buday
The first thing that a successful thought leadership content machine needs is ambition or purpose. But before I talk about ambition, I need to clarify a key term because its ambiguity contributes to the problem I’m going to probe in this post. That term is “content machine.” By this I mean the...
05/24/2011
Author : Bob Buday
In just the last two years, we’ve been asked the same question by six very large B2B firms (two consulting, two IT services, one financial services and one software company): how to build a thought leadership content machine. By this, I mean creating a department of people who produce compelling...
04/29/2011
Author : Tim Parker
We have long known that how much good thought leadership you can generate in a professional services firm relies on one or both of two things: the ease of extracting new insights from practicing professionals, and whether or not the firm does dedicated research. This week I saw a model that neatly...
04/08/2011
Author : David Rosenbaum
  Historically, writers and editors have been comic figures, ye olde ink-stained wretches, necessary evils, people so lacking in life skills that they're reduced to trying to earn a living by putting words together, something anyone, even a child (and certain birds) can do. Is it any wonder that...
Blog Tags: Writing
04/07/2011
Author : David Rosenbaum
  I was informed by a client this morning that my compensation for writing for their website would be cut by more than 50 percent. I was told not to take this personally; all the writers the client employed were taking the same cut and they were taking it happily. After a few email exchanges, I...
Blog Tags: Writing
03/31/2011
Author : Bob Buday
It will sound like circular logic, but it still needs to be said: Great thoughts are the foundation of highly successful thought leadership marketing campaigns. Yes, you need skillful and concerted marketing to distribute those great thoughts widely. But you can invest a lot in marketing some idea...
03/18/2011
Author : Tim Parker
I wrote in a recent post “Why Thought Leadership Is Harder than You Think” how original insights are almost always derived from primary research. In particular, I explained that if you plan to underpin your post, article or white paper with secondary research, you will encounter several significant...
Blog Tags:
03/08/2011
Author : Tim Parker
I have been a bit buried the last two weeks helping a client get its arms around the several thousand thought leadership assets of its 10 websites. So I thought this might be a good time to unveil my inner geek and let you in on my favorite and indispensable content management tools. Most of them...
Blog Tags:
02/18/2011
Author : Tim Parker
There are of course, lots of blog posts that tell us thought leadership is easy, or easier than we think, and I owe it to a recent one of these on HubSpot’s (otherwise) excellent site for prompting me to write this post.  The truth is that developing good thought leadership content is hard. That’s...
02/15/2011
Author : Bob Buday
I know lots of people who, with varying degrees of success, are trying to get their boss behind thought leadership marketing and raise their organization’s investment in it. I can assure you the more successful ones get attention by being crystal clear about the “why”: "We should do this to...
Blog Tags: TL Strategy
02/04/2011
Author : Tim Parker
Sometimes, Yes. I explained in a post in October that nonetheless, we haven’t found a better term for it. Since then I’ve had time to observe some occasions when it’s legitimately applied and others when it isn’t. And I think there are some useful lessons to be learned. Let’s start with the most...
Blog Tags: TL Strategy
01/31/2011
Author : Bob Buday
  In a previous post, I laid out four stages that professional services and other B2B firms go through in becoming thought leaders (Stone Age, Medieval, Industrial and Post-Industrial). Each stage reflects varying levels of sophistication in the way a firm develops and markets its expertise....
Blog Tags:
01/25/2011
Author : Tim Parker
As I’m sure you’ve noticed, we’ve entered the era of “content marketing.” Content marketing budgets are going up; companies are falling over themselves to hire journalists to write stuff for them; and so on. But while everyone is rushing to produce content, do they know which content matters? There...
Blog Tags:
01/21/2011
Author : Bob Buday
Google’s announcement yesterday that Eric Schmidt would relinquish his CEO title set off a flurry of derisive Twitter chatter about one term he used for his new role: “technology thought leadership.” Here’s what he said (but don’t expect elaboration on what he meant by the phrase). Like a lightning...
Blog Tags:
01/18/2011
Author : Tim Parker
The publication last month of the book Content Rules has again highlighted the growing importance of content marketing. I’m not sure content actually rules just yet—B2B firms on average spend about 25% of their marketing budgets on content marketing (data here). But there are three forces...
01/14/2011
Author : Tim Parker
At the Bloom Group we are serious about helping people produce quality content, and we have a rigorous set of criteria by which we evaluate both ours and others'. But there is another critical component to creating great content that we rarely ever talk about, and that’s fervor, or passion. We know...
01/13/2011
Author : Bob Buday
  From 23 years of helping companies become recognized as experts in their domains, I have found their ability to do so has varied greatly.  And it wasn’t because of their gray matter -- the expertise they could bring to bear on their clients’ problems.  Most of these firms had people who were...
Blog Tags:

Pages