Comments on: Why Thought Leadership Marketing is NOT Just Giving Information Away

By: Kathy Hrach

Kathy Hrach — Thu, 12 Feb 2009 10:58:45 +0000

So true. Another side benefit to thought leadership marketing is that you (and your organization) will find your voice and you’ll likely learn even more about your strengths. Always a plus!

By: Liora

Liora — Thu, 12 Feb 2009 04:44:30 +0000

As a graphic designer working on numerous publications of thought leadership, I agree that this marketing value gives strong support to industry leaders.

By: Claire Ratushny

Claire Ratushny — Wed, 11 Feb 2009 14:53:59 +0000

Terrific post, Dana. Successful marketing in the face of a rapidly changing business proposition today is not about doing the same old things in the same old manner. As consultants, the cumulative strength of experience, expertise and insight lead the way forward. By sharing our ideas generously with our clients, we can help them to chart a steady course now and build toward a sustainable future. It means going above and beyond the scope of the projects we’ve been hired to do. We owe it to our clients to do everything we can to assist them in these turbulent economic times.

By: Dana VanDenHeuvel

Dana VanDenHeuvel — Wed, 11 Feb 2009 14:45:51 +0000

Hey Pat, the URL for the MIT Sloan article on financial services, education and trust is here: http://sloanreview.mit.edu/the-magazine/articles/2008/fall/50106/customer-education-increases-trust/ Glad you enjoyed the post!

By: Pat Allen

Pat Allen — Wed, 11 Feb 2009 14:21:23 +0000

Great post, Dana, just recommended it on Twitter. This is a debate we have daily with clients who believe they’re better off locking their content up behind passwords.
Can you point me to the study published in the MIT Sloan Management Review on thought leadership in financial services? I haven’t been able to find using their site’s search engine.
Thanks.

By: Harry Hallman

Harry Hallman — Wed, 11 Feb 2009 14:19:15 +0000

Dana, great points. I have run into the same issues with clients for 30 years. It never seems to change when it comes to thought leadership. If you want to participate in social media marketing you have no choice. The same old attitudes just don’t work.
I believe we need to understand that in today’s world that virtually no client is a secret and just about anything you would put in white papers or say in a seminar is public information anyway. So, you have a choice! Join the present or say in the box of yesteryear and suffocate.
Not all companies have this attitude and I have been involved in some great customer education programs. One was in the mid 80’s and a two-year program netted the client company $250 million. What’s that in today’s dollars?
The head of that program had a saying “He who is my teacher is my friend for life and as we know people buy from people they like.”

By: Ted Mininni

Ted Mininni — Wed, 11 Feb 2009 14:11:23 +0000

Excellent post, Dana. Agreed that sharing and demonstrating our consultancy’s in-depth knowledge and expertise of specific industries and competencies inspires confidence and trust among our clients and prospective clients. Long-term relationships are built on trust. We know that some of our ideas are co-opted by competitors. But,we also know that many savvy marketers are aware of the source whence many sound principles and forward-thinking ideas are generated. Well-articulated posts, Dana. Keep up the good work.

By: Paul Barsch

Paul Barsch — Wed, 11 Feb 2009 14:07:19 +0000

Dana, eloquent and intelligent rationale for thought leadership marketing. This one’s a keeper.