INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
3 tips for increasing the reach of your next white paper
In our experience, marketers work incredibly hard to develop and publish thought leadership but they tend not to put as much muscle into getting clients to engage with the paper or report or article. It’s time for a new approach.
Compelling Content Requires Pressure Testing Your Ideas
Hurry-hurry! You know the situation: the big industry conference is looming and your authors are getting their ideas together …
4 things that just aren’t thought leadership
Every well-meaning marketer wants a piece of “thought leadership.” But apparently not everyone knows what it is. Here are four things I often see posing as thought leadership.
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.
Why “me too” thought leadership may not be “meh”
This must sound weird coming from someone whose definition of thought leadership content hinges on “communicating insightful and persuasive ideas” but…sometimes piggybacking on someone else’s ideas is OK too.
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.
What Ought to Happen Before Thought Leadership Happens
The Scouts have had it right all along. That whole “Be Prepared” thing? It applies just as much to thought leadership.
Five Ways to Waste Money on Thought Leadership Content
There’s no one single reason for ballooning costs of content. It’s more common to see several factors converging to inflate the invoice. Let’s break down five of the usual suspects.
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.