Bob Buday's blog

06/02/2014
We consider the formal practice of thought leadership marketing to have begun in the management consulting industry exactly 50 years, when McKinsey & Co. published the first issue of its venerable journal, McKinsey Quarterly. Since then many other consulting firms have followed suit with their...
05/05/2014
In this final post of a three-part blog series, I discuss what will never change in the still-nascent and fast-changing field of thought leadership. (The first post examined what has changed, and the second predicted the biggest changes ahead.) I just can’t imagine the following three elements ever...
04/01/2014
In a previous post, I explored the biggest changes I’ve seen in thought leadership marketing over the last 20 years. In this post, I predict the biggest changes I see for the rest of this decade. My focus here is on content, specifically what I see companies doing to create better content. Quality...
02/27/2014
Are content marketing and thought leadership marketing the same thing? I have had a point of view on this for awhile (as you might imagine), one that until today I realized I hadn't published. But a great conversation this morning with the razor-sharp Jason Mlicki of Rattleback, a web marketing...
01/21/2014
Last month, I resisted the temptation to write the traditional year-end column that looks back on the year and predicts what’s ahead in the new one. On the topic of thought leadership, I’m more interested in taking measure of a longer period of time – the foreseeable future. In my next three posts...
12/18/2013
Who in thought leadershipland would have believed that a national newspaper columnist (David Brooks of The New York Times) would indict our profession in 800 satirical words yesterday? (I thought our uncharted island would remain undiscovered by the national media.) Who would have thought critics...
11/18/2013
If you believe social media is the channel of the present and future for thought leadership marketing, think again. It isn’t, according to the most recent annual survey of consulting firm marketing that we conducted with the Association of Management Consulting Firms and ResearchNow. It turns out...
07/18/2013
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. It’s a flawed argument. It’s also the wrong “less is more” argument to make with thought...
03/30/2013
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. It happened at a March 27 Association of Management Consulting Firms seminar in Boston, a gathering of about...
02/17/2013
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. Yet it’s easy for B2B companies (and particularly their CMOs...
11/26/2012
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. One very large professional firm that we know of estimates spending at least $150 million annually...
10/18/2012
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...
09/07/2012
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...
05/24/2012
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....
11/30/2011
When we entered the thought leadership marketing business back in 1998, our clients rightly asked us what would make them thought leaders. We told them then, as we tell them now, that there are two pieces to the puzzle: great content and great marketing programs that implant that content in the...
11/13/2011
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...
06/09/2011
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
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
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...
03/31/2011
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...

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