Tim Parker's blog

08/27/2018
In a piece I wrote a couple of years ago, “The Advantages of Long-Form Content,” I cited a lot of statistics to support the contention that long-form articles are generally more valuable than short-ones. Among other things, they get more backlinks and shares online, and therefore more search...
06/11/2018
Before you begin to develop thought leadership content, it’s important to get the topic right. One large firm we know recently published an article on how to benefit from the internet of things. This is a difficult topic on which to say something new and so a significant amount of effort went into...
12/24/2017
The point of writing and publishing thought leadership is to endear yourself to people who are struggling with a problem and to let them know you can help. So why would an aspiring thought leader begin by insulting those readers and potential clients? And they do. It happens all the time. Here are...
07/10/2017
  I’ve encountered a lot of skepticism about thought leadership this month. An article in the New Republic says (among other things) that thought leaders are people who promote weak ideas with great fanfare for big money. A senior healthcare expert writes about how thought leaders such as he can...
05/25/2017
This headline (thought-provoking, isn’t it?) is a quote from Jim Jarmusch, the director of such cultish films as “Only Lovers Left Alive” (about vampires), “Paterson” (about poetry), and “Coffee and Cigarettes” (about coffee and cigarettes). Jarmusch’ s more complete quote is, “Nothing is original...
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...
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...

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