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.
Seven Habits of Highly Effective Content Marketers
From wrangling creatives to controlling the budget — see what it takes to be a content marketing maestro.
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.
“Can I have the meat, please?” (not if you want well-done thought leadership content)
Imagine going to an upscale steakhouse known for the finest cuts of prime beef and telling the waiter “I’ll have the meat, please.” In the world of thought leadership content, that’s a lot like saying “I want to write a 10-page white paper — and I want to start writing next week.”
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.”
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.
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.
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.
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.