INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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.
The 5 writers you don’t ever want on your thought leadership team
Writers aren’t all manufactured on the same assembly line. Which kind of writer is most valuable to most marketers most of the time?
Content marketers: still having Groundhog Day moments?
It’s Groundhog Day! Remember the movie of the same name, where Bill Murray, as an arrogant weatherman, is forced to live the same day over and over again? Seems to me that’s often how many marketers experience the development of thought leadership content.
What Makes You Think Your White Paper Is Any Good?
After months of debate and discussion, your big new white paper is out. But is it really any good? How will you know? Hint: scorecards.
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.
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.
Deciding Who Makes Thought Leadership Happen
Take a lesson from Abbott & Costello: When you’re creating thought leadership content, it does matter who’s on first, second, and third.
Thought leadership is getting worse (so what can you do about it?)
I think the quality of thought leadership is declining. Here’s what I see as the main sticking points — along with my thoughts on how you can start unsticking things.
When I Rule the Strategic Content World in 2019
Hey, a guy can dream, can’t he?