Listen up! We have all kinds of opinions about how
to do this stuff right. No ranting – we promise.
In our experience, marketers work incredibly hard to develop and publish thought leadership but they tend not to put as much muscle into getting clients to engage with the paper or report or article. It’s time for a new approach.
Continue ReadingYou’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 ReadingToo much of a good thing is… bad. And way too much of it is really bad.
Continue ReadingDone right, using a ghostwriter for thought leadership actually mitigates risk for the companies that create it.
Continue ReadingThese 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 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 ReadingIf 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 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 Reading