Education, training and strategies for companies that thrive on unique expertise
Articles from Bob’s archives.
Companies producing thought leadership don’t see it to be nearly as important as do the companies they send it to. How can that be? How is it that 90% of executives love exceptional, thought-leading content, but only 60% of the firms that create educational content say it boosts their brand? Why do four out of five C-suite executives (81%) […]
Why Clients Love Thought Leadership, But B2B Firms Do Not Read More »
A big, big problem in thought leadership arises when multiple people contribute to a piece of content – whether a blog post or a book or everything in between – and there’s no director, no singular view. Every so often, I come across a poignant insight from a legend in some field about a practice
Why Good Thought Leadership Requires a Decider Read More »
Without a well defined problem and a strong point of view, your white paper may never see the light of day. Here’s how to keep it from going off the rails. No doubt you’ve seen the phenomenon of the runaway white paper. They take months to finish, ignite angry debates over big and little points,
How to Stop the Runaway White Paper Read More »
Advertising isn’t about showing what you know. That’s the job of thought leadership marketing. One of our newer clients said something to me yesterday that I think helps explain why thought leadership marketing has become so important for many companies. He said the leaders of his consulting firm now recognize they need to demonstrate their
Why Showing What You Know is Now Essential Read More »
Instead of asking clients for a testimonial, ask them if they want to be featured as a best-practice example. Who wouldn’t want to be identified this way? At a June conference on thought leadership marketing in the consulting industry, several people in the audience complained about how hard it is to mention clients in articles,
Case Examples, not Testimonials: How to Get Customer Stories Into Your Content Read More »
When a firm’s view shifts from thought leadership marketing as miracle cure to thought leadership marketing as strong lead generator, built over time, the results can be powerful. If your firm is desperate for leads, thought leadership won’t help in the short term. Anyone who hopes thought leadership marketing will deliver a miracle cure for
Resist the Lure of the Thought Leadership Miracle Cure Read More »