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].
Too much of a good thing is… bad. And way too much of it is really bad.
Done right, using a ghostwriter for thought leadership actually mitigates risk for the companies that create it.
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.
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.
So you and your subject-matter authors have labored long and hard to produce a brilliant thought leadership paper. It’s got a bold, well-differentiated argument. There’s a clear “why now.” It’s jam-packed with lively examples and proprietary data.