INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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.
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.
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.
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.
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.
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.
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.
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.