Education, training and strategies for companies that thrive on unique expertise

Bob Buday

What Sparks People to Produce the Best Thought Leadership

Bob's Vault, Compelling content, Thought leadership strategy /

Thought leadership marketing certainly can be more financially rewarding than journalism. But if money is the primary motivation, it won’t continue driving someone to higher performance. So your firm has decided it needs thought leadership marketing, or better thought leadership marketing. You’ve started to look for the right expertise, both internally and externally. How do […]

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How to Get Your Experts to Make Time to Create Content

Bob's Vault, Compelling content /

Tell them they don’t need to spend time agonizing over outlines, paragraphs, or turns of phrase. Others can do that. Their ideas are what matter. “Our thought leaders don’t give us their time to help us create content.” We’ve heard B2B marketers make this complaint for years. Of course, it’s nearly impossible for them to

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How to Drive Your Audience Nuts: Hazy Problem Statements

Bob's Vault, Compelling content /

Authors, presenters and thought leadership marketers who don’t rigorously define the problem statement upfront risk losing much of the audience. Too many subject matter experts begin their articles and conference presentations on the wrong foot: by failing to precisely state the problem at hand. Understandably, this can leave an audience frustrated, even angry. They are

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5 Weaknesses that Spoil Your Thought Leadership Plans

Bob's Vault, Compelling content, Marketing campaigns /

Your company may have deep expertise, but that alone won’t make the phone ring or the email arrive. If you’re already generating regular market interest – clients citing you, prospects calling you, reporters quoting you – let me offer you a hearty congratulations. You’re among a very small minority of firms whose opinions are regularly

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Avoiding Content Chaos: Why You Need a Thought Leadership Strategy

Bob's Vault, Thought leadership strategy /

Does a firm-wide thought leadership strategy even matter? Absolutely, particularly if your firm spends heavily on thought leadership and decentralizes content creation and marketing. For years, companies have launched thought leadership marketing programs without an overall plan guiding their content initiatives. In fact, less than a quarter of companies doing content marketing have a “highly

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Invention, Not Convention: Thought Leadership Research That Spawns Big Ideas

Bob's Vault, Groundbreaking research /

“If we knew what it was we were doing, it would not be called research, would it?” — Albert Einstein “Basic research is what I’m doing when I don’t know what I’m doing.” — Wernher von Braun Primary research is at the center of novel and substantiated ideas that get managers to act differently. With

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