From wrangling creatives to controlling the budget—see what it takes to be a content marketing maestro.
Continue ReadingEvery well-meaning marketer wants a piece of “thought leadership.” But apparently not everyone knows what it is. Here are four things I often see posing as thought leadership.
Continue ReadingWith passion, authors can do what it takes to create influential content. Are you as passionate as our interviewees about your next piece of content? Do you have an extreme interest in the topic, and in influencing others with new insights?
Continue ReadingDone right, using a ghostwriter for thought leadership actually mitigates risk for the companies that create it.
Continue ReadingIt’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.
Continue ReadingThis 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.
Continue ReadingToo often, content marketers think of freelance writers as taxicabs, circling the block, constantly looking for a fare.
Continue ReadingAny 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…
Continue ReadingImagine going to an upscale steakhouse known for the finest cuts of prime beef and…
Continue ReadingImagine 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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