INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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.
4 Reasons Why Thought Leadership Projects Fall Flat
Because the competition for mind space is so acute, you must avoid the pitfalls discussed here. With this approach, you’ll convince readers that your insights have value, and that your thought leadership is worth following.
Compelling Content Requires Pressure Testing Your Ideas
Hurry-hurry! You know the situation: the big industry conference is looming and your authors are getting their ideas together …
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.
The Art of Story Telling
Ever sit in on a presentation as you strain to read the small font delivered in a Tolstoyan-length PowerPoint, where each chart is packed with information? And then somewhere in the middle … you start thinking about lunch. You’re done!
Seven Habits of Highly Effective Content Marketers
From wrangling creatives to controlling the budget — see what it takes to be a content marketing maestro.
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.
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....
How PowerPoint is wrecking your thought leadership
You’ve seen them: papers that start out with a tantalizing headline and opening text that really grabs you in anticipation of learning something great. And then you get to the first chart [sound of screeching tires].