This must sound weird coming from someone whose definition of thought leadership content hinges on “communicating insightful and persuasive ideas” but…sometimes piggybacking on someone else’s ideas is OK too.
Too often, content marketers think of freelance writers as taxicabs, circling the block, constantly looking for a fare.
Is there a (story) doctor in the house? If not, there should be. In our trade – the thought-leadership trade – those who want to publish their big ideas typically call on the services of a “writer.”
Imagine going to an upscale steakhouse known for the finest cuts of prime beef and telling the waiter “I’ll have the meat, please.” In the world of thought leadership content, that’s a lot like saying “I want to write a 10-page white paper — and I want to start writing next week.”
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.
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.