INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
Why “me too” thought leadership may not be “meh”
This must sound weird coming from someone whose definition of thought leadership content hinges on “communicating insightful and persuasive ideas” but…sometimes piggybacking on someone else’s ideas is OK too.
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 …
Seven Habits of Highly Effective Content Marketers
From wrangling creatives to controlling the budget — see what it takes to be a content marketing maestro.
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...
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.
The questions you’ve got to ask before thought leadership gets going
Message for marketers needing to publish new thought leadership: Make sure your authors have their ducks in a row.
No, Let’s Keep Saying “Thought Leadership”
A week or so ago, I reposted a pointed critique of the term “thought leadership.” Then I realized I’d become part of the howling mob.
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.