INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
Beware 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.
How 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].
How to do great thought leadership when you’re short on great ideas
Admit it, marketers: sometimes your authors — your subject-matter experts — come up empty. If your thought leadership is flat-lining, it’s time to call in the story doctors.
What 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.
Content Creation: 4 Reasons Why You Need a Fox, Not a Hedgehog
The British philosopher Sir Isaiah Berlin created a stir in 1953 when he published an essay that classified various writers as either foxes—generalists, able to leap nimbly from one realm of knowledge to …
Is your strategic content on an assembly line or coming out of skunk works?
Imagine you’re in a luxury automobile factory, watching cars come together on the assembly line. But something strange is happening: several cars are being pulled off the line, and a crew is taking them apart and reassembling them so they start looking different from the others.
Deciding Who Makes Thought Leadership Happen
Take a lesson from Abbott & Costello: When you’re creating thought leadership content, it does matter who’s on first, second, and third.
What Thought Leadership Actually Costs
There’s no clear-cut dollar answer to the thought leadership cost question. But there are guidelines that can help you plan and budget — and that’s what we’re sharing here.
Thought leadership is getting worse (so what can you do about it?)
I think the quality of thought leadership is declining. Here’s what I see as the main sticking points — along with my thoughts on how you can start unsticking things.