INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
Want great thought leadership content for the long haul? Don’t just flag down the next solo freelancer.
Too often, content marketers think of freelance writers as taxicabs, circling the block, constantly looking for a fare.
Six ways for thought leadership to have real impact
A new study by Edelman and LinkedIn reveals that 58% of respondents said thought leadership directly led decision makers to award business to an organization. More startling: 29% decided not to award business to a company based on its thought leadership.
The questions you’ve got to ask before thought leadership gets going
Message for marketers needing to publish new thought leadership: Make sure your authors have their ducks in a row.
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.
When I rule the world (of strategic content)
Hey, a guy can dream, can’t he?
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 …
Deciding Who Makes Thought Leadership Happen
Take a lesson from Abbott & Costello: When you’re creating thought leadership content, it does matter who’s on first, second, and third.
Where Thought Leadership Ideas Should Come From
There should be broad agreement about what thought leadership is and how it’s created (and, by the way, how it’s used).
What should customers do with your thought leadership, anyway?
So you and your subject-matter authors have labored long and hard to produce a brilliant thought leadership paper. It’s got a bold, well-differentiated argument. There’s a clear “why now.” It’s jam-packed with lively examples and proprietary data.