The third success factor in thought leadership marketing is rare – the ability to invest content development and marketing resources in fewer points of view rather than more. Many fewer, in fact.
In the last post I listed some of the elements that can feature on a topic microsite including blogs, animated graphics and videos. And I showed how some existing microsites vary widely in the components they include. In this post, I'll explain which elements are essential.
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. Among emerging microsites, each comprises a different assemblage of...
Topic microsites will ultimately eclipse white papers and other downloadable media as the primary channel for point-of-view dissemination. One thing you can do with a web page that you can’t do with a pdf is incorporate enlargeable, animated and interactive graphics.
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.
Great marketing produces an abundance of leads and widespread awareness. But great marketing generates two other things that are even more important: the discretion to work only with clients who share your vision and values, and the dignity of knowing you can stick to your principles.
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.
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...
In my last post, I cited five factors that determine how proficient a company will be at thought leadership marketing. Let’s look at the first factor: a big appetite for the type of differentation that a market-recognized thought leader possesses.
The number one barrier to firms doing more social media marketing is not being confident they can generate the content. There are several answers to this, but the best one is reflection, that is, extracting meaning from client work.
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."
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. But what these companies often don’t recognize is what it takes to be seen by the market as a thought leader. I see five factors that are key.
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...
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...
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.) But the technology actually lets you do much, much more than that, and very few companies are yet taking...
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.
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...
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...
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...
In the preceding five parts of this series I’ve talked about how it is much better to have thought leadership material posted on a site, with an audience that returns for periodic updates, than it is to produce one-off white papers. The logical conclusion of this is that the site should morph into...