INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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.
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.
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?
Seven Habits of Highly Effective Content Marketers
From wrangling creatives to controlling the budget — see what it takes to be a content marketing maestro.
Is your strategic content on an assembly line or coming out of skunk works?
Imagine you’re in a luxury automobile factory, watching cars come together on the assembly line. But something strange is happening: several cars are being pulled off the line, and a crew is taking them apart and reassembling them so they start looking different from the others.
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.
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].
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!
So NOT Thought Leadership
When is a white paper not a white paper? When it’s a brochure (and for the record, there’s nothing wrong with brochures … it’s all about your audience and intent). But if you are marketing lead, you know the drill.