Studious

Studious

A blog from SoloPortfolio about content marketing.

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Can Content Marketing Transform PSF Innovation?

September 29, 2010

Bob Buday, an expert in thought leadership and principal of The Bloom Group, recently wrote a blog post that I believe captures my dream for content marketing in professional services. He wrote:

When companies use thought leadership to fuel new services or rejuvenate existing ones, they not only codify expertise on how to solve some business problem; they turn it into capability that many (not just a handful) of their professionals  can use with clients.  They do this by taking a powerful concept described in a white paper or research study and turn it into a rigorous methodology.  They then develop effective curriculum around that methodology and put their professionals through training programs so they can master it.

In other words, content marketing in this scenario is not just a promotional tool, but actually helps to capitalize on the intangibles (ie. intelligence) of a firm. I think it’s useful to think about this not just as the act of writing up a case study. Instead, the content marketer is a conduit to help consultants develop concepts, systems and tools–based on a prior engagement–that can be used by other members of the firm to serve clients.

I have long believed that marketers–particularly those who have depth of experience in a given industry or functional area–can be leveraged as members of the strategic team. But it really does take a special organization (and a talented marketing team) to make this happen. You need a marketer who has the ability to research, analyze, conceptualize and, of course, write. In a perfect world, that person also has a strong sense of information design.

Anyone have experience with this? Examples of firms where marketers are brought on to help build, expand, transform service offerings?

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The Dangers (Not) of Individual-Branded Blogging

September 17, 2010

There have been quite a few well-known bloggers hop-scotching from one publication to the next of late. Most recently, Dan Primack, creator of peHUB Wire, announced last month that he’ll be moving on to work as a blogger/journalist for Fortune.com. Dan built his blog following on peHUB from 300 to 60,000… something I’m not surprised by given his blog persona. It’s worthwhile to go back through his older posts and see how he manages to position himself as a private equity expert, while never taking himself too seriously. Case in point, Dan is the only serious private equity blogger I know who posted the Twitter Movie Trailer.

Dan’s departure from peHUB Wire (and Thomson Reuters) brings up an important issue: to what extent should companies rely on these super-star bloggers to advance their social media strategy? Is the turnover risk worth the investment?

Uuuuhhhh…. YES!

The real draw of peHUB Wire was not the expert content about the private equity space (though that’s part of it, of course) but seeing this information through Dan’s eyes. He’s super-smart but also irreverent and funny. I’m fairly certain Dan will bring a big chunk of his readership with him to Fortune.com.

How will peHUB Wire fare without Dan? Will their subscriber base continue to grow without Dan at the keyboard? I believe so. They have a very talented roster of bloggers, some of whom have the same edge as Dan did.

What do you think? Does your company highlight the blogger over the blog? Could your blog survive without your writer-in-chief?