INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
How to do great thought leadership when you’re short on great ideas
Admit it, marketers: sometimes your authors — your subject-matter experts — come up empty. If your thought leadership is flat-lining, it’s time to call in the story doctors.
The single reason why some people can’t write
What is “the Curse of Knowledge?” And why is it responsible for so much bad prose?
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!
Content marketers: still having Groundhog Day moments?
It’s Groundhog Day! Remember the movie of the same name, where Bill Murray, as an arrogant weatherman, is forced to live the same day over and over again? Seems to me that’s often how many marketers experience the development of thought leadership content.
Is your strategic content on an assembly line or coming out of skunk works?
Imagine you’re in a luxury automobile factory, watching cars come together on the assembly line. But something strange is happening: several cars are being pulled off the line, and a crew is taking them apart and reassembling them so they start looking different from the others.
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...
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.
What Trump Can Teach Marketers About Thought Leadership
The snarky rejoinder: “You mean, at Trump University???” OK, now we’ve gotten the cheap laugh out of the way, let’s see what we’ve got.
Seven Habits of Highly Effective Content Marketers
From wrangling creatives to controlling the budget — see what it takes to be a content marketing maestro.