Tim Parker's blog

03/29/2012
Real insights, in the world of business as much as in any other field, take a lot of work to produce. They especially require research. It’s a myth propagated by the “Attain thought leadership in 5 easy steps” crowd, that all you have to do is come up with a good idea, and then hey, write a book,...
03/14/2012
Thought leadership marketing is a subset of what Seth Godin calls permission marketing, and which he defines as the privilege of delivering anticipated, personal and relevant messages to people who actually want to get them. The point of thought leadership marketing of course is to attract...
07/04/2011
In February this year, Google rolled out an algorithm change called Panda, intended to give lower rankings to content farms. These are sites that host not very original content specifically written to capture search enquiries and generate advertising revenue. If you are wondering why this matters,...
04/29/2011
We have long known that how much good thought leadership you can generate in a professional services firm relies on one or both of two things: the ease of extracting new insights from practicing professionals, and whether or not the firm does dedicated research. This week I saw a model that neatly...
03/18/2011
I wrote in a recent post “Why Thought Leadership Is Harder than You Think” how original insights are almost always derived from primary research. In particular, I explained that if you plan to underpin your post, article or white paper with secondary research, you will encounter several significant...
03/08/2011
I have been a bit buried the last two weeks helping a client get its arms around the several thousand thought leadership assets of its 10 websites. So I thought this might be a good time to unveil my inner geek and let you in on my favorite and indispensable content management tools. Most of them...
02/18/2011
There are of course, lots of blog posts that tell us thought leadership is easy, or easier than we think, and I owe it to a recent one of these on HubSpot’s (otherwise) excellent site for prompting me to write this post.  The truth is that developing good thought leadership content is hard. That’s...
02/04/2011
Sometimes, Yes. I explained in a post in October that nonetheless, we haven’t found a better term for it. Since then I’ve had time to observe some occasions when it’s legitimately applied and others when it isn’t. And I think there are some useful lessons to be learned. Let’s start with the most...
01/25/2011
As I’m sure you’ve noticed, we’ve entered the era of “content marketing.” Content marketing budgets are going up; companies are falling over themselves to hire journalists to write stuff for them; and so on. But while everyone is rushing to produce content, do they know which content matters? There...
01/18/2011
The publication last month of the book Content Rules has again highlighted the growing importance of content marketing. I’m not sure content actually rules just yet—B2B firms on average spend about 25% of their marketing budgets on content marketing (data here). But there are three forces...
01/14/2011
At the Bloom Group we are serious about helping people produce quality content, and we have a rigorous set of criteria by which we evaluate both ours and others'. But there is another critical component to creating great content that we rarely ever talk about, and that’s fervor, or passion. We know...
01/08/2011
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
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
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...
11/19/2010
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...
11/09/2010
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...
10/27/2010
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
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
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
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...

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