Tim Parker's blog

04/09/2010
Both we and a number of other marketing people advocate not putting a gate – such as requiring contact details – on content that’s intended to show off a firm’s expertise. (If you can legitimately sell your content, as Harvard Business Review does for instance, then that’s a different matter.) The...
03/22/2010
 I gave a presentation at a meeting of the Association of Management Consulting Firms in New York on Friday about the “Six New Rules of Marketing Thought Leadership.” It covered a lot more than just using social media for B2B content marketing, but that was a part of it. An objection I heard more...
03/04/2010
This is a question posted by Ian Mavorah in the LinkedIn Marketing Executives Group a week ago  which has generated a lively discussion. There are plenty of people who think that social media are making us anti-social. I don't. Here's why. It seems pretty clear to me that social media mostly...
02/09/2010
Gartner has just announced the publication of a report which says that “Thought Leadership Marketing Can Be a Powerful Tool for IT Services Providers” and is “rapidly becoming an established field within marketing.” I’m glad Gartner has recognized thought leadership marketing as an important...
12/11/2009
(This post first appeared on Marketing Profs Daily Fix on 11.25.09.)    There’s a lot of talk about thought leadership marketing these days, and not a lot of agreement on exactly what it is. At the Bloom Group we define it as “Publishing informative material on a complex issue to position a company...
11/06/2009
We’ve looked a bit more closely this week at thought leadership marketing in the office furniture sector. I already mentioned that Herman Miller publishes lots on its site covering ergonomics and workplace productivity. Well so do its competitors. Several have research sections of their websites...
10/29/2009
I just received a newsletter from ZDNet which has links to 2 white papers; one about Business Intelligence in Financial Services and the other about Business Technical Support. Between them they illustrate well what differentiates good white papers—the minority—from the rest. The Financial Services...
06/26/2009
Here at Bloom Group, we have a particular view that a white paper, if it’s to get traction in the marketplace, should conform to the usual standards of quality business writing; that is, it should address a complex problem or opportunity relevant to its target audience, it should be informative and...
05/05/2009
We have been looking at the use of ‘thought leadership” marketing outside of professional services (specifically management consulting, IT services, accounting and law). Although that’s where it started, arguably with the founding of McKinsey Quarterly in 1964, we think we’re increasingly seeing...
05/01/2009
Chris Koch of ITSMA makes the point in a post here that if we are selling complex offerings to highly educated people who expect a degreee of intellectual rigor in their reading materials, that's not a formula for brevity. The MetLife study I mentioned in the last post is an example of the sort of...
04/29/2009
A new study by MetLife on the evolving American Dream is treading where few have gone before - taking Thought Leadership Marketing into B2C. Professional services have long been the epicenter of “thought leadership” publishing and marketing, but in recent years, we’ve seen more and more non-...

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