Education, training and strategies for companies that thrive on unique expertise
Articles from Bob’s archives.
If your firm wants to be the thought leader on a market issue, the most important decision is choosing an “R&D” approach that will get you there. For more than 20 years, I’ve seen consultants and other advice-sellers use an array of techniques to try to come up with a big new idea to take […]
How Do You Develop Great Content? Some Methods That Will and Won’t Work Read More »
Professional firms themselves say it’s the strength of the ideas they market — not the strength of their marketing programs — that is the key to generating leads and widespread awareness of their expertise among clients. I look at the last two decades, and especially the last five years, as the era in which thought
Why Thought Leadership R&D is the Next Competitive Arena Read More »
Internet tools like search engines and now social media like blogs are raising the bar of quality for the “thoughts” that professional firms market. We all know what happened in the 1980s when the Japanese began exporting cars to the U.S. with fewer defects than those made in Detroit. Toyota, Honda, Nissan (called Datsun then)
Applying Quality Principals to Thought Leadership Read More »
Social media greatly raises the bar for everyone on the quality of their ideas. The multitude of market discussion on social media and thought leadership seems to center on how effectively blogs, Twitter, social networking sites and other online tools can propel ideas into the mainstream. Hard to argue against it, especially when a professional
Social Media: The Good and the Bad for Thought Leadership Marketing Read More »
What do you do when the phone isn’t ringing or email box pinging with inquiries? We know many professional firms whose lead streams remain soft. And they are worried (as they should be) because they realize thought leadership marketing is not a lead-generating spigot that can be turned on or off. Developing a compelling,
Jump-Starting the Lead Stream Read More »
Decision-makers need to see a reason to engage your expertise. Is your marketing missing something? It’s easy to get caught up in the social media hysteria and believe everything you learned about marketing is obsolete. We heard a similar line a decade ago, when e-commerce and e-everything were going to Amazon every bricks-and-mortar business out
It’s the Content, Stupid Read More »