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Make Content Creation Great Again!

January 12, 2017 Blog 0 Comments

Love him or loathe him, America’s new president can message.

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What should customers do with your thought leadership, anyway?

January 9, 2017 Blog 0 Comments

If you answered “pick up the phone and give us a contract,” then you may as well give the sales team the rest of the month off. That call ain’t gonna happen…

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Why “me too” thought leadership may not be “meh”

November 30, 2016 Blog 0 Comments

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.

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Want great thought leadership content for the long haul? Don’t just flag down the next solo freelancer.

November 2, 2016 Blog 0 Comments

Too often, content marketers think of freelance writers as taxicabs, circling the block, constantly looking for a fare.

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Thought leadership content: why hire a writer when you need a story doctor?

October 12, 2016 Blog 0 Comments

Any competent writer will be able to produce a passable first draft, working from a bullet-point outline or notes or slide deck. But a story doctor will do much more…

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“Can I have the meat, please?” (not if you want well-done thought leadership content)

August 11, 2016 Blog 0 Comments

Imagine going to an upscale steakhouse known for the finest cuts of prime beef and…

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Using the Minto pyramid to start a white paper? Stop right now.

July 28, 2016 Blog 0 Comments

Not long ago, a new client asked if we were familiar with the Minto Pyramid…

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Why Thought Leaders Should Never be Writers

July 6, 2016 Blog 0 Comments

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.

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What Makes You Think Your White Paper Is Any Good?

May 31, 2016 Blog 0 Comments

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.

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