Bob’s Vault

Even if it’s backed by your best research, your marketing will backfire if you can’t practice what you preach. Companies with savvy marketers spend lots of time determining how to market a piece of compelling “thought leadership” content, especially one based on deep primary research. What blog posts can we create, and what bloggers should we […]

Thought leadership content can fuel new services or new approaches to existing services – beyond creating client interest in them through marketing. Thought leadership programs serve one master in most B2B firms: Marketing.  Marketing generates content (commissioning studies, writing white papers, and so on).  Marketing packages and distributes that content (producing academic-looking publications, seminars and

We continually look for signs that thought leadership marketing is gaining adherents outside of professional services. We continually look for signs that thought leadership marketing is gaining adherents outside of professional services.  The most recent nugget we’ve seen is one from Borrell Associates, a decade-old company you probably haven’t heard of unless you’re in the

Focus means a company’s ability to invest its content development and marketing resources in fewer points of view rather than more.  Many fewer, in fact. Last month I explained the second of five factors behind companies that excel at thought leadership marketing: patience for the time it takes to develop a compelling point of view