INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
Getting the most from working with ghostwriters
There’s more to working with a ghostwriter than figuring out what their services cost. Even global enterprises that regularly use outside ghostwriters or agencies such as Ergo Editorial to develop their thought leadership content don’t always take advantage of everything those writers can offer....
So NOT Thought Leadership
When is a white paper not a white paper? When it’s a brochure (and for the record, there’s nothing wrong with brochures … it’s all about your audience and intent). But if you are marketing lead, you know the drill.
You really shouldn’t try to fake expertise
Far too often, we find ourselves reading a piece of thought leadership that, had we been locked in a quiet room with access to the Internet and a large bowl of M&Ms, we could probably have written ourselves.
When I rule the world (of strategic content)
Hey, a guy can dream, can’t he?
Seven Habits of Highly Effective Content Marketers
From wrangling creatives to controlling the budget — see what it takes to be a content marketing maestro.
Three reasons why AI is not the only writing help you need
Try to remember the last time you read a truly compelling piece of strategic content—something that spoke to the world as it is now while recognizing possibilities spinning into existence. That particular piece—a white paper, perhaps, or a research report, or a point-of-view article—began with an...
Why Great Thought Leadership Isn’t About The Clever Words
I want to kill off the myth that all it takes is a great writer to create killer strategic content for businesses. The truth is, you could hire the world’s best writer from any era and they would probably fail in our line of work.
Beware of thought leadership that’s deep-fried in data
Too much of a good thing is… bad. And way too much of it is really bad.
Sorry, But That Really Is One Ugly Baby
When — and how — to tell a client that their “content baby” needs a makeover.