Tim Parker's blog

11/19/2010
More and more companies outside of management consulting and IT are undertaking thought leadership marketing. And progressively more of them are building topic microsites. Perhaps Neil Rackham has put his finger on why. Neil Rackham is the originator of SPIN selling – a technique for training...
11/09/2010
Lots, if it’s much like most of them. Many of them leave me wondering how they help the firms that produce them. Let me take one of the best as an example. Roland Berger is a German strategy consulting firm with a solid reputation and an award-winning management journal, think:act. Their thought...
10/27/2010
I talked last week with a friend at a consulting firm about the challenges of extracting thought leadership material from a firm’s professionals, and how the process often degenerates into a long series of rewrites. This is actually very common, and I thought it might be helpful to explain how and...
10/20/2010
There are so many survey reports being published at this time on content and thought leadership marketing that I feel slightly less bad we haven't done one for a few months. Between them they show all kinds of insights and raise all kinds of questions.  Lisa Arthur in her blog on Forbes.com...
10/13/2010
Eccolo media has just published their excellent third consecutive annual report on B2B technology collateral – the results of a survey into how B2B tech buyers consume vendors’ content as they go through technology purchasing decisions. Some of this collateral comprises brochures and technical...
10/02/2010
I sometimes wish that Thought Leadership were called something else. First the phrase smacks of business jargon, and second, I don’t like having to explain it to half the people who ask us what we do. Third, it’s easy to poke fun at. Whether or not a particular piece of content is thought...
07/30/2010
In an article we published in June we explained why we think that topic microsites will supersede white papers for B2B marketing (see here). In my last couple of posts I showed the many different elements that have been incorporated into some emerging topic microsites (here) and explained which...
07/16/2010
A topic microsite is a website or a section of one that features a company’s expertise on a particular issue. It is a much more effective way to disseminate a message or a point of view on a complex matter than a white paper or one-off article. That’s because there are many components that you can...
07/10/2010
We expect that in B2B marketing, white papers are going to be replaced by topic microsites. It won’t happen overnight, but there are so many advantages, both to the reader and to the authors, that it will happen eventually. (You can read a full explanation of this point of view here) Some of the...
07/01/2010
We believe that topic microsites will ultimately eclipse white papers and other downloadable media as the primary channel for point-of-view dissemination. Among the reasons for this are that a web page is a much more powerful medium to convey information with. Things you can do with a web page that...
06/22/2010
We recently pondered the hazards of plagiarism after someone took some of our material for their own blog. Now I think I have a much better understanding of why it’s bad for everyone, especially the reader. And I’d like to share my conclusions. I’m not talking about spam blogging (aka splogging)....
06/03/2010
B2B companies are increasingly turning to thought leadership marketing — or content marketing or inbound marketing, if you prefer. But whatever you call it, it’s on the rise. In a world where it’s ever easier for the buyer to screen out advertisements and to find his own solution, sellers are...
05/20/2010
Most companies doing B2B content marketing are using the internet and digital technology to automate the old process of publishing and distributing white papers (or articles, or newsletters.) As in the old days, the content development and writing is a still one-off process, followed by...
05/13/2010
I have seen several posts and tweets lately on how the term “Thought Leadership” is overused, hollow, and should be abandoned.  Some of them are pretty funny, and I have followed some tweeters because I enjoyed their barbs – despite the fact that they’re lampooning the phrase (and concept) I use to...
05/07/2010
This post is the sixth and final in a series about the six new rules of thought leadership marketing. Today, Rule #6: Perpetual online communities are displacing intermittent marketing campaigns. In the preceding five parts of this series I’ve talked about how white papers can be better marketed,...
05/05/2010
This post is the fifth in a series about the six new rules of thought leadership marketing.  Today, Rule #5, sustained  traffic supersedes downloads. After you generate Internet chatter about your white paper, your next set of marketing tactics must be much different than those many companies are...
04/30/2010
This post is the fourth in a series about the six new rules of thought leadership marketing. Today, Rule #4: Online columns have become a potent new channel. Increasingly, the online editors of the leading business publications are opening up their digital editions’ editorial space to outsiders—for...
04/28/2010
This post is the third in a series about the six new rules of thought leadership marketing. Today, Rule #3: influencing the online influencers is critical. Before the era of blogs and Twitter, thought leaders had few opportunities to get opinion leaders such as CEOs, business gurus, and famous...
04/21/2010
This post is the second in a series about the 6 new rules of thought leadership marketing. Today, Rule #2; an author’s admirers now do the promoting. The most effective way to distribute a thought leadership piece (such as a white paper or article) has always been to have readers recommend and pass...
04/16/2010
Bob Buday and I just published an article on the six new rules of thought leadership marketing, about how it has changed, especially with the advent of social media. The article is not about the technology – it’s primarily about how behaviors and expectations have changed, and the changes are...

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