INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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.
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.
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.
Why Marketers Must Be Better Vetters
I’m sure I’m about to upset all sorts of smart, hard-working, well-meaning marketing folks, but I’m going to say it. Marketers must do a much better job of vetting the strategic content that their organizations put out.
What Makes You Think Your White Paper Is Any Good?
After months of debate and discussion, your big new white paper is out. But is it really any good? How will you know? Hint: scorecards.
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).
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.
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.
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.