Insights

Internal editors are essential to B2B companies that want to be seen as thought leaders. These firms shouldn’t outsource all their content development (although we’ll gladly accept the work). They need a solid in-house staff, too. But I’ve heard a lot lately about editors and ghostwriters in B2B companies who are tremendously overworked and enormously […]

Everyone In our profession knows the three-word phrase “thought leadership marketing.” It rolls off the tongue like a memorable pop song. But nobody says the phrase “thought leadership service innovation.” “Huh?” you might be asking. What on earth am I talking about? Well, remember those four words. They will roll off the tongues of executives

By Alan Alper and Bob Buday The thought leadership journal has been a staple of the thought leadership marketing mix for B2B firms for at least 60 years, ever since McKinsey & Company introduced McKinsey Quarterly. A compendium of articles reflecting a firm’s best thinking at a moment in time, these journals have long provided

Buday TLP’s research shows that the real opportunities are not where you think. Go beyond the obvious places to ply your trade. The overwhelming odds are that at some point in your career you’ll be ready to bolt. Not completely out of the thought leadership profession necessarily, but rather out of the company that employs