Marketing campaigns

In Praise of “Small” (But Deep) Content

One keystone document can provide the core argument for articles, white papers, long blog posts and other parts of your thought leadership marketing. Most thought leadership marketers know the benefits of putting an extensive, multifaceted marketing campaign behind a research study or a book. Over the last three decades, I’ve seen companies promote such “big” …

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The 3 Eternal Truths of Thought Leadership

The right strategy focused on the right topics, compelling content, and validation in credible channels are key. In this final post of a three-part blog series, I discuss what will never change in the still-nascent and fast-changing field of thought leadership. I just can’t imagine the following three elements ever becoming less important, no matter how much technology …

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Content Marketing vs. Thought Leadership Marketing

There’s a great need, and thus great market, for both types of content. And the skills required to create both types vary significantly. Are content marketing and thought leadership marketing the same thing? I have had a point of view on this for awhile (as you might imagine), one that until I realized I hadn’t …

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The Hidden Value of Thought Leadership

If you hope to get the attention and budget approval of top management, talk about the value of thought leadership in their universal language: money. I know lots of people who, with varying degrees of success, are trying to get their boss behind thought leadership marketing and raise their organization’s investment in it. I can assure you the more successful …

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Getting Marketing and Business Development on the Same Page

By Bob Buday, Bernie Thiel, Susan Buddenbaum and Tim Parker Leaders of professional services firms can increase the return on their marketing and sales investments by asking one question: Are marketing and business development on the same team? For most firms, our research and experience tells us the answer is “no.” Although marketing and business …

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