INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
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?
Six ways for thought leadership to have real impact
A new study by Edelman and LinkedIn reveals that 58% of respondents said thought leadership directly led decision makers to award business to an organization. More startling: 29% decided not to award business to a company based on its thought leadership.
Beware of thought leadership that’s deep-fried in data
Too much of a good thing is… bad. And way too much of it is really bad.
Sorry, But That Really Is One Ugly Baby
When — and how — to tell a client that their “content baby” needs a makeover.
Ghostwriters for thought leadership? Nothing scary about that!
Done right, using a ghostwriter for thought leadership actually mitigates risk for the companies that create it.
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.
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.
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.
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.