INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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.
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.
Using the Minto pyramid to start a white paper? Stop right now.
Not long ago, a new client asked if we were familiar with the Minto Pyramid Principle and could we use it to help with the white paper he was planning. Yes, of course, we said. (We’re helpful like that.) But, we added politely, that’s not the right way to start a paper or article.
A story of thought leadership done right
Sometimes a thought leadership project goes so utterly right that we have to pinch ourselves to make sure we’re not dreaming.
Sorry, But That Really Is One Ugly Baby
When — and how — to tell a client that their “content baby” needs a makeover.
Compelling Content Requires Pressure Testing Your Ideas
Hurry-hurry! You know the situation: the big industry conference is looming and your authors are getting their ideas together …
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.
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.