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Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
Compelling Content Requires Pressure Testing Your Ideas
Hurry-hurry! You know the situation: the big industry conference is looming and your authors are getting their ideas together …
4 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.
Thought leadership content: why hire a writer when you need a story doctor?
Is there a (story) doctor in the house? If not, there should be. In our trade – the thought-leadership trade – those who want to publish their big ideas typically call on the services of a “writer.”
You really shouldn’t try to fake expertise
Far too often, we find ourselves reading a piece of thought leadership that, had we been locked in a quiet room with access to the Internet and a large bowl of M&Ms, we could probably have written ourselves.
Why “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.
Content 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.
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.
Where will your next generation of thought leaders come from?
Who are your current thought leaders? How old are they? And who’ll be authoring the bulk of your company’s thought leadership in 10 years’ time?
Sorry, But That Really Is One Ugly Baby
When — and how — to tell a client that their “content baby” needs a makeover.