INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
Why Thought Leaders Should Never be Writers
Imagine this: a senior partner has a great idea for an article. She jots down a few thoughts during a break in her client meeting. She writes up that idea on the plane ride back from the client. Done! Published. Posted. Right? Not right.
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.
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.
Is your thought leadership structurally sound?
If you want your thought leadership to be read and remembered, getting the structure right is a great investment.
Sorry, But That Really Is One Ugly Baby
When — and how — to tell a client that their “content baby” needs a makeover.
Seven Habits of Highly Effective Content Marketers
From wrangling creatives to controlling the budget — see what it takes to be a content marketing maestro.
4 Reasons Why Thought Leadership Projects Fall Flat
Because the competition for mind space is so acute, you must avoid the pitfalls discussed here. With this approach, you’ll convince readers that your insights have value, and that your thought leadership is worth following.
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....
Thought leadership content: why hire a writer when you need a story doctor?
Is there a (story) doctor in the house? If not, there should be. In our trade – the thought-leadership trade – those who want to publish their big ideas typically call on the services of a “writer.”