Tim Parker's blog

07/16/2010
A topic microsite is a website or a section of one that features a company’s expertise on a particular issue. It is a much more effective way to disseminate a message or a point of view on a complex matter than a white paper or one-off article. That’s because there are many components that you can...
07/10/2010
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. (You can read a full explanation of this point of view here) Some of the...
07/01/2010
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...
06/22/2010
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)....
06/03/2010
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...
05/20/2010
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...
05/13/2010
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...
05/07/2010
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,...
05/05/2010
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...
04/30/2010
This post is the fourth in a series about the six new rules of thought leadership marketing. Today, Rule #4: Online columns have become a potent new channel. Increasingly, the online editors of the leading business publications are opening up their digital editions’ editorial space to outsiders—for...
04/28/2010
This post is the third in a series about the six new rules of thought leadership marketing. Today, Rule #3: influencing the online influencers is critical. Before the era of blogs and Twitter, thought leaders had few opportunities to get opinion leaders such as CEOs, business gurus, and famous...
04/21/2010
This post is the second in a series about the 6 new rules of thought leadership marketing. Today, Rule #2; an author’s admirers now do the promoting. The most effective way to distribute a thought leadership piece (such as a white paper or article) has always been to have readers recommend and pass...
04/16/2010
Bob Buday and I just published an article on the six new rules of thought leadership marketing, about how it has changed, especially with the advent of social media. The article is not about the technology – it’s primarily about how behaviors and expectations have changed, and the changes are...
04/09/2010
Both we and a number of other marketing people advocate not putting a gate – such as requiring contact details – on content that’s intended to show off a firm’s expertise. (If you can legitimately sell your content, as Harvard Business Review does for instance, then that’s a different matter.) The...
03/22/2010
 I gave a presentation at a meeting of the Association of Management Consulting Firms in New York on Friday about the “Six New Rules of Marketing Thought Leadership.” It covered a lot more than just using social media for B2B content marketing, but that was a part of it. An objection I heard more...
03/04/2010
This is a question posted by Ian Mavorah in the LinkedIn Marketing Executives Group a week ago  which has generated a lively discussion. There are plenty of people who think that social media are making us anti-social. I don't. Here's why. It seems pretty clear to me that social media mostly...
02/09/2010
Gartner has just announced the publication of a report which says that “Thought Leadership Marketing Can Be a Powerful Tool for IT Services Providers” and is “rapidly becoming an established field within marketing.” I’m glad Gartner has recognized thought leadership marketing as an important...
12/11/2009
(This post first appeared on Marketing Profs Daily Fix on 11.25.09.)    There’s a lot of talk about thought leadership marketing these days, and not a lot of agreement on exactly what it is. At the Bloom Group we define it as “Publishing informative material on a complex issue to position a company...
11/06/2009
We’ve looked a bit more closely this week at thought leadership marketing in the office furniture sector. I already mentioned that Herman Miller publishes lots on its site covering ergonomics and workplace productivity. Well so do its competitors. Several have research sections of their websites...
10/29/2009
I just received a newsletter from ZDNet which has links to 2 white papers; one about Business Intelligence in Financial Services and the other about Business Technical Support. Between them they illustrate well what differentiates good white papers—the minority—from the rest. The Financial Services...

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