Tim Parker's blog

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...
06/26/2009
Here at Bloom Group, we have a particular view that a white paper, if it’s to get traction in the marketplace, should conform to the usual standards of quality business writing; that is, it should address a complex problem or opportunity relevant to its target audience, it should be informative and...
05/05/2009
We have been looking at the use of ‘thought leadership” marketing outside of professional services (specifically management consulting, IT services, accounting and law). Although that’s where it started, arguably with the founding of McKinsey Quarterly in 1964, we think we’re increasingly seeing...
05/01/2009
Chris Koch of ITSMA makes the point in a post here that if we are selling complex offerings to highly educated people who expect a degreee of intellectual rigor in their reading materials, that's not a formula for brevity. The MetLife study I mentioned in the last post is an example of the sort of...
04/29/2009
A new study by MetLife on the evolving American Dream is treading where few have gone before - taking Thought Leadership Marketing into B2C. Professional services have long been the epicenter of “thought leadership” publishing and marketing, but in recent years, we’ve seen more and more non-...

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