INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
What Makes You Think Your White Paper Is Any Good?
After months of debate and discussion, your big new white paper is out. But is it really any good? How will you know? Hint: scorecards.
Using the Minto pyramid to start a white paper? Stop right now.
Not long ago, a new client asked if we were familiar with the Minto Pyramid Principle and could we use it to help with the white paper he was planning. Yes, of course, we said. (We’re helpful like that.) But, we added politely, that’s not the right way to start a paper or article.
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.
Does your thought leadership make readers take action?
It would be great if more strategic content was written to prompt “action this day” — or any day, for that matter.
A lesson in how not to write thought leadership
It’s surprisingly easy to slip into promising something and not quite delivering, to become overly focused on the firm’s approach or methodology, or to create something that doesn’t have a strong engaging story.
Q: If you’re blogging, are you a thought leader? (A: maybe not)
These days, it seems like more and more professional services firms are turning to blogs as their preferred expression of thought leadership. That’s a mistake.
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.
How to do great thought leadership when you’re short on great ideas
Admit it, marketers: sometimes your authors — your subject-matter experts — come up empty. If your thought leadership is flat-lining, it’s time to call in the story doctors.
When I rule the world (of strategic content)
Hey, a guy can dream, can’t he?