INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
Sorry, But That Really Is One Ugly Baby
When — and how — to tell a client that their “content baby” needs a makeover.
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?
Deciding Who Makes Thought Leadership Happen
Take a lesson from Abbott & Costello: When you’re creating thought leadership content, it does matter who’s on first, second, and third.
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.”
Five Ways to Waste Money on Thought Leadership Content
There’s no one single reason for ballooning costs of content. It’s more common to see several factors converging to inflate the invoice. Let’s break down five of the usual suspects.
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.
Content Creation: 4 Reasons Why You Need a Fox, Not a Hedgehog
The British philosopher Sir Isaiah Berlin created a stir in 1953 when he published an essay that classified various writers as either foxes—generalists, able to leap nimbly from one realm of knowledge to …
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.
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.