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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.
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.
Beware of thought leadership that’s deep-fried in data
Too much of a good thing is… bad. And way too much of it is really bad.
Q: If you’re blogging, are you a thought leader? (A: maybe not)
These days, it seems like more and more professional services firms are turning to blogs as their preferred expression of thought leadership. That’s a mistake.
Does your thought leadership make readers take action?
It would be great if more strategic content was written to prompt “action this day” — or any day, for that matter.
A lesson in how not to write thought leadership
It’s surprisingly easy to slip into promising something and not quite delivering, to become overly focused on the firm’s approach or methodology, or to create something that doesn’t have a strong engaging story.
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.
Ghostwriters for thought leadership? Nothing scary about that!
Done right, using a ghostwriter for thought leadership actually mitigates risk for the companies that create it.
The 5 writers you don’t ever want on your thought leadership team
Writers aren’t all manufactured on the same assembly line. Which kind of writer is most valuable to most marketers most of the time?