INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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 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.
Want great thought leadership content for the long haul? Don’t just flag down the next solo freelancer.
Too often, content marketers think of freelance writers as taxicabs, circling the block, constantly looking for a fare.
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.”
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.
How to do great thought leadership when you’re short on great ideas
Admit it, marketers: sometimes your authors — your subject-matter experts — come up empty. If your thought leadership is flat-lining, it’s time to call in the story doctors.
Sorry, But That Really Is One Ugly Baby
When — and how — to tell a client that their “content baby” needs a makeover.
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.
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.