INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
What Thought Leadership Actually Costs
There’s no clear-cut dollar answer to the thought leadership cost question. But there are guidelines that can help you plan and budget — and that’s what we’re sharing here.
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 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.
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.
The Art of Story Telling
Ever sit in on a presentation as you strain to read the small font delivered in a Tolstoyan-length PowerPoint, where each chart is packed with information? And then somewhere in the middle … you start thinking about lunch. You’re done!
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?
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.
How PowerPoint is wrecking your thought leadership
You’ve seen them: papers that start out with a tantalizing headline and opening text that really grabs you in anticipation of learning something great. And then you get to the first chart [sound of screeching tires].
A story of thought leadership done right
Sometimes a thought leadership project goes so utterly right that we have to pinch ourselves to make sure we’re not dreaming.