Tim Parker's blog

10/14/2016
Many professional services companies try to publish a stream of good quality thought leadership material. Some succeed, some fail. Most of the time, both the quantity and quality of the material varies widely. This is true for firms of all sizes. Here are six factors that we have found enable firms...
08/25/2016
At Bloom Group, we help clients develop thought-leading content. The hardest pieces for us to work on are often those the author has already drafted but has not thought through why he’s writing it in the first place. In Alice in Wonderland, the Mock Turtle advises Alice never to go anywhere without...
07/20/2016
The demise of long-form content has been heralded for years. “People are too busy to read long articles today;” “Long articles are hard to read on phones;” “Reader attention span is down to eight seconds,” which, if true, means you’ve already stopped reading this article. But if you haven’t . . ....
06/22/2016
An HBR editor recently told me that the most common reason he rejects submissions is that he cannot understand what their authors are trying to say. This is an HBR editor. A senior one, too. So we can assume that if he can’t understand an article, probably submitted by an expert who knows...
05/04/2016
Traditionally, we think of thought leadership marketing (TLM) as having two primary objectives: To raise a company’s reputation in the marketplace To generate leads for sales people. If TLM makes the phones ring, it’s helping sales, right? It’s doing its job. The rest is reputation building; that...
03/03/2016
I’ve seen quite a few articles lately from content marketing buffs on how to “cut through the clutter.” That’s a legitimate concern, given that for instance, an estimated 1400 blogs are posted every minute. But much of the clutter-cutting advice is not good, and here I will invoke a law my...
01/31/2016
If you’re in the B2B marketing business, you’ll have noticed that both content marketing and thought leadership marketing have grown massively in popularity in recent years. As there’s a good deal of overlap between the two, there’s a lot of room for confusion. Naturally, many have stepped into the...
01/26/2016
You’ll find many guides on our site for evaluating thought leading content. One we use every day is described in “The Seven Hallmarks of Compelling Intellectual Capital” which (among other things) says that thought leadership has to be novel, focused, validated, and differentiating. All true. But...
11/19/2015
Every week you can find a new survey report that tells you things that aren’t very interesting: How many recruiters use LinkedIn; that digital advertising continues to overtake print; that an increasing number of companies are using CRM systems. These reports aren’t interesting because a) they...
11/02/2015
With the increase in thought leadership content production we’re now seeing across a range of industries, the demand for people who can do it is going up, too. That shouldn’t be a problem, surely, as all sorts of publications are shutting down for want of advertising money, or from the sheer...
10/26/2015
In a research study we conducted with the Association of Management Consultant Firms (AMCF) earlier this year, one of the things we looked at was how effective marketers at consulting firms considered their thought leadership. The answer was: Extremely effective                    1% Highly...
08/29/2015
Too much thought leadership content from consulting firms has a lecturing, hectoring tone that parents too often adopt with their children. Eventually, (as every parent knows), the kids stop listening. So, too, will the readers of thought leadership content that adopts this all-too-familiar and...
07/15/2015
If you are a small company with some large clients, you are unhappily aware that many of them have quite long payment terms. A firm for which we recently did strategy work (and was a pleasure to work with) has $50 billion in revenues and minimum payment terms of 60 days. The terms were non-...
06/28/2015
A study just conducted by my colleague, Bob Buday, in collaboration with the AMCF and Research Now, found that bad thought leadership content actually lowers the reader’s opinion of the firm that publishes it. In other words, if your content is bad, you’re driving away potential clients. That’s not...
05/28/2015
A business always looks to measure the return on its investments. Otherwise, how would it know if it’s properly allocating its precious resources? How would it know if it’s succeeding, failing, or just treading water? Similarly, any firm that generates and publishes thought leadership content...
11/18/2014
If you read the press releases companies put out, and visit their home pages, you could be forgiven for thinking that as everyone is doing thought leadership you need to leap aboard the TL train before you’re left behind, waving as it leaves the station bound for market glory. Well, pause before...
11/18/2014
Right now, the roar surrounding thought leadership is deafening. Here’s some of what’s making my ears hurt. I receive a Google Alert for every article published that mentions thought leadership. (I set up the alert because I’m in TL the game and it behooves me to track what’s going on.)  My alerts...
09/29/2014
  This was the vexing question put to me recently, in good humor, by a client. “You have your seven hallmarks of thought leadership,” he said. “I believe they’re spot on, and I encourage their use in our firm. But they include validation – examples of the solution in practice that prove it works....
06/16/2014
As much discussed on this site and elsewhere, marketers’ need for good content has risen substantially in recent years, and likely is still going up. Some firms have responded to that by putting their noses to the proverbial grindstone to find ways to create more and better original content....
05/13/2014
Marketing Automation and Thought Leadership Marketing automation is the next big thing. It has worked wonders for Amazon. But now vendors are pitching it to companies that sell B2B products and services. They’re promising B2B firms that they can attract prospects with content and then manage them...

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