INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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 …
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.
When I rule the world (of strategic content)
Hey, a guy can dream, can’t he?
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.
Thought leadership is getting worse (so what can you do about it?)
I think the quality of thought leadership is declining. Here’s what I see as the main sticking points — along with my thoughts on how you can start unsticking things.
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...
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.
Where will your next generation of thought leaders come from?
Who are your current thought leaders? How old are they? And who’ll be authoring the bulk of your company’s thought leadership in 10 years’ time?
No, Let’s Keep Saying “Thought Leadership”
A week or so ago, I reposted a pointed critique of the term “thought leadership.” Then I realized I’d become part of the howling mob.