Does your thought leadership deliver a positive customer experience?
Almost every successful company recognizes that it is in the business of customer experience. But what about the customer experience of the people accessing your thought leadership?
Continue ReadingHow PowerPoint is wrecking your thought leadership
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].
Continue ReadingBeware 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.
Continue ReadingGhostwriters for thought leadership? Nothing scary about that!
Done right, using a ghostwriter for thought leadership actually mitigates risk for the companies that create it.
Continue ReadingQ: If you’re blogging, are you a thought leader? (A: maybe not)
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.
Continue ReadingContent marketers: still having Groundhog Day moments?
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.
Continue ReadingWhat should customers do with your thought leadership, anyway?
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…
Continue ReadingWhat gets in the way of sharing colleagues’ thought leadership?
The firm invests in a great piece of thought leadership, but only a small percentage of the consultants who could share it with relevant contacts do so.
Continue ReadingWhy “me too” thought leadership may not be “meh”
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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