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Given a focus on those who know your firm already, you could label your
materials (white papers, case studies, etc.) with goal-oriented branding
along the lines of the Smarter Planet label used by IBM, in Ben's example.
Perhaps something like Smarter Money (which picks up on "the smart
money...") given your industry (although of course that particular term is
already used by some.)
(I use something along these lines occasionally myself, Breakthough
Analysis. I'm an industry analyst and writer. An editor came up that
label for my columns & blog a number of years ago and it works for my
audience.)
If you choose something non-obvious, you'd need to find a way to inform
visitors that your chosen label applies to thought leadership materials.
But then again, obvious isn't always. My perception is that many people
don't know what's meant by white paper.
Seth
On Sun, 11 Sep 2011, Benjamin Thompson wrote:
> Thank you for fighting the good fight against bureaucratic / MBA boilerplate!
>
> You probably can't go wrong with insights (it's what deloitte.com uses).
>
> But? your ultimate label depends on your brand and it's tone. From a position
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Seth Grimes gri...@altaplana.com +1 301-270-0795 @sethgrimes
Alta Plana Corp, analytics strategy consulting, http://altaplana.com
InformationWeek, contributing editor http://sethgrimes.com
* http://SentimentAnalysisSymposium.com November 9, San Francisco *
I like terminology in this domain that says "This is information you need
and can use" to potential readers. Terminology that uses "our" or "we"
says "It's about us," which is fine only if expertise is your product.
Terminology that includes the topic area (Market Insights) or even, also,
a hint at benefits promised to readers (Smarter Markets) says "It's about
informing and helping you."
Seth
"My problem is everyone in my industry (other than us) seems to use
that term, so my firm is rejecting that outright."
The most common terms seem to be "Insights", "Publications",
'Research". IBM's actual heading for its idea tugging is "Executive
Exchange - Insights for Smarter Leadership" (so they too use the "i"
word). Now all these descriptions are pretty dull BUT they are all
readily understandable by most visitors.
Who is the actual audience for this material? C-level execs in
general? Folks from a particular industry or profession? Could you use
a term that is more specific to their situation?
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Matt Moore
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Bill Swallow
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On Mon, Sep 12, 2011 at 11:05 AM, Andrew Gent <ajg...@yahoo.com> wrote:
IMHO, the IT Services Marketing Association (ITSMA) is researching and publishing some of the best content on thought leadership—or what they alternatively refer to as “idea marketing.” Although most of it is available to members only, this piece is open access: http://www.itsma.com/ezine/long-live-idea-marketing/
Additional reports here: http://www.itsma.com/category/research/content-communications-advertising/thought-leadership/
Jono Smith | VP, Sales & Marketing | Event 360 | Washington, DC
Direct: 773.247.5360 x130 | Mobile: 202.236.1079 | eFax: 888.371.3339
www.event360.com | jsm...@event360.com
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What do your readers associate that info with? If "Insights" is
familiar, why stray? Shouldn't an insightful company use what
resonates with their audience? If not that, I'd go with something
obvious like "White Papers" or "Publications" so people have an idea
of where to look for what they're seeking. New and snappy jargon is
great, but not when you're leading people to what they're looking for
or what you want them to find. Make it familiar. It'll score points
all around.
> The term "thought leadership" is used throughout my firm. We create
> white papers and the sort and hope that our clients will think of us
> as thought leaders. My company creates a LOT of these white papers so
> now I'm being asked to put their white papers and the sort in a
> certain area of our site, sort of like an archive. Here's my issue: I
> refuse to put that heading "Thought Leadership" on our website. It's
> jargon, after all.
>
> Of course, we want everyone who comes to our site to think our firm is
> smart and can offer insights. So I'd like to have an area called
> "Insights." My problem is everyone in my industry (other than us)
> seems to use that term, so my firm is rejecting that outright. Does
> anyone have another single-word heading/term that conveys, "Read me
> for in-depth info."
>
> We had some 2-word phrases that mean something like this, but they
> hardly fit in the nav:
> Expert Commentary
> Insights & Outlook
>
> In dire need of suggestions! Thanks, all.
>
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We had some 2-word phrases that mean something like this, but they hardly fit in the nav: Expert Commentary Insights & Outlook
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