Education, training and strategies for companies that thrive on unique expertise
Articles from Bob’s archives.
Here’s how to generate substantially more leads than typical white paper campaigns deliver — by shifting from “biased” to “unbiased” distribution channels such as endorsements and recommendations of influential parties. In an earlier article, we explained how to improve the content of a white paper, the most important ingredient in generating leads. We discussed why a white […]
Shifting Marketing to “Entice and Engage” Read More »
Most white papers are ignored or forgotten soon after they are published. But a few connect with executives and open doors.  These white papers result from a very different approach to developing and marketing content. In this article, we explain the first step in creating such white papers: building a compelling point of view. By Robert
How to Write a White Paper That Makes an Impact Read More »
Some thought leadership marketing lacks a compelling argument about why some serious business problem exists in the world and that there is a new, proven way of solving it. Thus, it falls short in capturing client attention. To get clients to respond to their marketing campaigns, professional services firms must demonstrate deep and novel insights
Creating Economies of Content: The Power of a Point of View Read More »
Too many professional services firms unintentionally erode their sizable sales and marketing investments with poor writing. It makes their products and their expertise appear inferior. In this article, the authors explain how bad writing happens, and how to ensure it doesn’t. By Bob Buday and Bernie Thiel Imagine taking a new Honda Accord for a
Why Great Writing Matters to Professional Services Firms Read More »
Companies that struggle the most are those whose blurred identity and questionable expertise make them look risky to decision-makers whose companies and own jobs are on the line. By Tony Tiernan and Bob Buday Why are so many consulting firms struggling at a time when so many corporate clients need help? On the face of
Identity and Expertise: Twin Engines to Power You Through the Downturn Read More »
The right content on the right issues, quality execution and good marketing will help you get the most from your investment and generate leads. Nearly every professional services firm we talk to is counting on thought leadership marketing to boost the lead stream – especially with clients squeezing discretionary spending to the bone.  However, many
Content Discontent: Turning Around a Thought Leadership Program Read More »