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.
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...
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.
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.
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?
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?
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.
What should customers do with your thought leadership, anyway?
So you and your subject-matter authors have labored long and hard to produce a brilliant thought leadership paper. It’s got a bold, well-differentiated argument. There’s a clear “why now.” It’s jam-packed with lively examples and proprietary data.
Getting the most from working with ghostwriters
There’s more to working with a ghostwriter than figuring out what their services cost. Even global enterprises that regularly use outside ghostwriters or agencies such as Ergo Editorial to develop their thought leadership content don’t always take advantage of everything those writers can offer....