Want great thought leadership content for the long haul? Don’t just flag down the next solo freelancer.
Too often, content marketers think of freelance writers as taxicabs, circling the block, constantly looking for a fare.
Continue ReadingThought leadership content: why hire a writer when you need a story doctor?
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…
Continue Reading“Can I have the meat, please?” (not if you want well-done thought leadership content)
Imagine going to an upscale steakhouse known for the finest cuts of prime beef and…
Continue ReadingUsing the Minto pyramid to start a white paper? Stop right now.
Not long ago, a new client asked if we were familiar with the Minto Pyramid…
Continue ReadingEven McKinsey has got the survey virus — what’s the antidote?
We often ask senior executives what business issue they would like help with and never have any of them ever said, “You know what I really want? A survey.
Continue ReadingWhy Thought Leaders Should Never be Writers
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.
Continue ReadingWhat Makes You Think Your White Paper Is Any Good?
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.
Continue ReadingWhat Trump Can Teach Marketers About Thought Leadership
The snarky rejoinder: “You mean, at Trump University???” OK, now we’ve gotten the cheap…
Continue Reading4 Reasons Why Thought Leadership Projects Fall Flat
Because the competition for mind space is so acute, you must avoid the pitfalls discussed here. With this approach, you’ll convince readers that your insights have value, and that your thought leadership is worth following.
Continue ReadingWhat we found when we mystery-shopped thought leadership newsletters
We set one of our analysts the task of signing up for messages – newsletters, alerts, updates, and such – about thought leadership from some of the world’s leading consulting firms and then sitting back and waiting to see what happened next.
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