Blog Posts

07/01/2010
Author : Tim Parker
We believe that topic microsites will ultimately eclipse white papers and other downloadable media as the primary channel for point-of-view dissemination. Among the reasons for this are that a web page is a much more powerful medium to convey information with. Things you can do with a web page that...
Blog Tags: Topic Microsites
06/30/2010
Author : David Rosenbaum
I was at MIT the other day listening to the CEO of a small technology company discussing his company's security product when a member of the audience asked him about "cloud governance" and I saw the CEO's head explode. No, it didn't actually explode, but it was a near thing. His eyes rolled up;...
06/26/2010
Author : Bob Buday
Good marketing generates many leads. It also gets a firm recognized by companies that don’t need help at the moment but will in the future, what marketers call “market awareness.” That's the value of good marketing. Great marketing produces an abundance of leads – many more than a firm can handle...
06/22/2010
Author : Tim Parker
We recently pondered the hazards of plagiarism after someone took some of our material for their own blog. Now I think I have a much better understanding of why it’s bad for everyone, especially the reader. And I’d like to share my conclusions. I’m not talking about spam blogging (aka splogging)....
06/18/2010
Author : Bob Buday
  In my last post, I laid out the first factor behind companies that excel at thought leadership marketing: a big appetite for differentiating their product/service offering on the basis of possessing truly unique expertise. These companies don’t want to compete on price -- whether they are an IT...
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06/08/2010
Author : Bob Buday
In my last post, I cited five factors that determine how proficient a company will be at thought leadership marketing – whether it becomes the recognized expert on some issue or not (and then enjoys the accolodes, leads and revenue). Let’s look at the first factor: a big appetite for the type of...
06/03/2010
Author : Tim Parker
B2B companies are increasingly turning to thought leadership marketing — or content marketing or inbound marketing, if you prefer. But whatever you call it, it’s on the rise. In a world where it’s ever easier for the buyer to screen out advertisements and to find his own solution, sellers are...
06/01/2010
Author : David Rosenbaum
Once upon a time I had a boss who would always end his memos announcing some new Draconian policy with the phrase: "Thank you for your mandatory cooperation." Of course, this became an oft-repeated office joke. Clearly, if something is "mandatory," then "cooperation" loses its meaning as, indeed,...
Blog Tags: Writing
05/27/2010
Author : Bob Buday
It’s great to see so many companies today that want to be recognized as “thought leaders” on the business problems their services and products address.  Consulting firms, research houses, and professors aren’t the only ones anymore that see the benefits of being recognized as an expert on an issue...
05/21/2010
Author : David Rosenbaum
It is a truth universally acknowledged that corporate writing--from white papers to one-sheets and everything in between--stinks. Say "white paper" to 99 out of 100 executives and first you'll hear a snicker, and then something along the lines of "I never read that [insert expletive]." Why is this...
Blog Tags: Writing
05/20/2010
Author : David Rosenbaum
It's lovely to be able to refer to "my agent." Just saying "my agent" gives you the feeling that you're special, that you've got an edge, that you're not alone in the world.  I've always enjoyed it immensely.  It's sort of like referring to "my guardian angel," only your agent is flesh and blood...
Blog Tags: Writing
05/20/2010
Author : Tim Parker
Most companies doing B2B content marketing are using the internet and digital technology to automate the old process of publishing and distributing white papers (or articles, or newsletters.) As in the old days, the content development and writing is a still one-off process, followed by...
05/18/2010
Author : David Rosenbaum
Let's say an editor likes your proposal. She's prepared to try to convince her boss that this is a project worth investing in to the tune of X dollars--your advance.  (Your advance, by the way, is probably the only money you'll ever see so you'll want to maximize whatever you can get. Forget...
Blog Tags: Writing
05/13/2010
Author : Tim Parker
I have seen several posts and tweets lately on how the term “Thought Leadership” is overused, hollow, and should be abandoned.  Some of them are pretty funny, and I have followed some tweeters because I enjoyed their barbs – despite the fact that they’re lampooning the phrase (and concept) I use to...
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05/12/2010
Author : David Rosenbaum
It’s no secret that the book publishing business is in big trouble. Book sales only grew 1.6 percent from 2002 to 2008, according to Ken Auletta in “Publish or Perish” in the April 26 New Yorker. That’s not good. In fact, it stinks. For writers, that means, among other things, that advances will be...
Blog Tags: Writing
05/12/2010
Author : Bob Buday
I was delighted to hear last week that Harvard Business School selected long-time HBS Professor Nitin Nohria as their next dean.  (Here's the news on that from Harvard Magazine.) I caught of glimpse of Nitin’s intellect and working style 15 years ago in my days at the Cambridge, Mass., consulting...
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05/07/2010
Author : Tim Parker
This post is the sixth and final in a series about the six new rules of thought leadership marketing. Today, Rule #6: Perpetual online communities are displacing intermittent marketing campaigns. In the preceding five parts of this series I’ve talked about how white papers can be better marketed,...
05/06/2010
Author : Bob Buday
  I keep hearing people say that developing great content for thought leadership marketing campaigns requires instituting a publishing process, populated with reporters willing to become “corporate journalists.”   I say that’s partly right and mostly wrong. Too many corporate journalists more or...
05/06/2010
Author : David Rosenbaum
The most important thing to know about a book proposal is that it's not actually a proposal and it doesn't really have much to do with books. In the publishing world, the term "book proposal" is simply a traditional nom d'art. What a book proposal really is is a business plan one creates to entice...
Blog Tags: Writing
05/05/2010
Author : Tim Parker
This post is the fifth in a series about the six new rules of thought leadership marketing.  Today, Rule #5, sustained  traffic supersedes downloads. After you generate Internet chatter about your white paper, your next set of marketing tactics must be much different than those many companies are...
Blog Tags: Topic Microsites

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