Blog Posts

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...
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01/08/2011
Author : Tim Parker
Most B2B blogs aren’t read by decision makers and don’t drive business. This was brought home to me last week when a friend at a law firm told me they don’t do social media marketing because the blogosphere is an ocean of bad content and “even the name blog suggests a fat, unwieldy, ugly thing that...
12/23/2010
Author : Tim Parker
OK, there are 12, but bear with me. I have grown weary of blog post titles with numbers in. There are so many appear now every day that if, for instance, you google 5 Social Media you will find literally hundreds of posts with titles that include it, for instance, “5 B2B Social Media Marketing...
12/10/2010
Author : Tim Parker
Producing more and better content is now the single biggest issue for professional services firms and many other B2B companies too. Here are just some of the places it has popped up in the last few weeks; it was the number one issue for marketers at a meeting of the Association of Management...
11/22/2010
Author : Bob Buday
  Several consulting firms recently have asked for our opinion of their management journals.  All of them are well-written, graphically appealing, and chock full of articles. But beyond that, they all fall quite short today because the very model on which they are based is obsolete.  They are akin...
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11/19/2010
Author : Tim Parker
More and more companies outside of management consulting and IT are undertaking thought leadership marketing. And progressively more of them are building topic microsites. Perhaps Neil Rackham has put his finger on why. Neil Rackham is the originator of SPIN selling – a technique for training...
Blog Tags: Topic Microsites
11/09/2010
Author : Tim Parker
Lots, if it’s much like most of them. Many of them leave me wondering how they help the firms that produce them. Let me take one of the best as an example. Roland Berger is a German strategy consulting firm with a solid reputation and an award-winning management journal, think:act. Their thought...
Blog Tags: Marketing Channels
11/05/2010
Author : Bob Buday
Companies with savvy marketers spend lots of time determining how to market a piece of compelling “thought leadership” content, especially one based on deep primary research. What blog posts can we create, and what bloggers should we contact? What about a webinar series? What opinion articles can...
10/29/2010
Author : Bob Buday
Nice to see we’re not the only ones who complain about indecipherable business communications. Check out this Oct. 29 column by New York Times media critic David Carr about a CEO’s internal memo at magazine magnate Conde Nast (Vogue, The New Yorker, Vanity Fair, etc.).  Looks as though employees...
10/27/2010
Author : Tim Parker
I talked last week with a friend at a consulting firm about the challenges of extracting thought leadership material from a firm’s professionals, and how the process often degenerates into a long series of rewrites. This is actually very common, and I thought it might be helpful to explain how and...
10/20/2010
Author : Tim Parker
There are so many survey reports being published at this time on content and thought leadership marketing that I feel slightly less bad we haven't done one for a few months. Between them they show all kinds of insights and raise all kinds of questions.  Lisa Arthur in her blog on Forbes.com...
10/13/2010
Author : Tim Parker
Eccolo media has just published their excellent third consecutive annual report on B2B technology collateral – the results of a survey into how B2B tech buyers consume vendors’ content as they go through technology purchasing decisions. Some of this collateral comprises brochures and technical...
10/02/2010
Author : Tim Parker
I sometimes wish that Thought Leadership were called something else. First the phrase smacks of business jargon, and second, I don’t like having to explain it to half the people who ask us what we do. Third, it’s easy to poke fun at. Whether or not a particular piece of content is thought...
09/13/2010
Author : Bob Buday
Thought leadership programs serve one master in most B2B firms: Marketing.  Marketing generates content (commissioning studies, writing white papers, and so on).  Marketing packages and distributes that content (producing academic-looking publications, seminars and webinars, educational PR...
09/03/2010
Author : Bob Buday
We continually look for signs that thought leadership marketing is gaining adherents outside of professional services.  The most recent nugget we’ve seen is one from Borrell Associates, a decade-old company you probably haven’t heard of unless you’re in the newspaper business. (They are a research...
08/23/2010
Author : Bob Buday
In my last post I said that developing fewer but more substantive points of view (sometimes even just one) is much more likely to make the phone ring than letting a hundred points of light shine in your firm. That’s for sure.  Yet time and again, marketers make the mistake of thinking quantity is...
07/30/2010
Author : Tim Parker
In an article we published in June we explained why we think that topic microsites will supersede white papers for B2B marketing (see here). In my last couple of posts I showed the many different elements that have been incorporated into some emerging topic microsites (here) and explained which...
07/27/2010
Author : Bob Buday
Last month I explained the second of five factors behind companies that excel at thought leadership marketing: patience for the time it takes to develop a compelling point of view and attract an audience to it. (The first factor was a huge desire to distinguish one’s offering on the basis of...
07/16/2010
Author : Tim Parker
A topic microsite is a website or a section of one that features a company’s expertise on a particular issue. It is a much more effective way to disseminate a message or a point of view on a complex matter than a white paper or one-off article. That’s because there are many components that you can...
Blog Tags: Topic Microsites
07/10/2010
Author : Tim Parker
We expect that in B2B marketing, white papers are going to be replaced by topic microsites. It won’t happen overnight, but there are so many advantages, both to the reader and to the authors, that it will happen eventually. (You can read a full explanation of this point of view here) Some of the...
Blog Tags: Topic Microsites

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