INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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...
Five Ways to Waste Money on Thought Leadership Content
There’s no one single reason for ballooning costs of content. It’s more common to see several factors converging to inflate the invoice. Let’s break down five of the usual suspects.
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.
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.
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 …
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.
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?
Is your thought leadership structurally sound?
If you want your thought leadership to be read and remembered, getting the structure right is a great investment.
“Can I have the meat, please?” (not if you want well-done thought leadership content)
Imagine going to an upscale steakhouse known for the finest cuts of prime beef and telling the waiter “I’ll have the meat, please.” In the world of thought leadership content, that’s a lot like saying “I want to write a 10-page white paper — and I want to start writing next week.”