INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
A story of thought leadership done right
Sometimes a thought leadership project goes so utterly right that we have to pinch ourselves to make sure we’re not dreaming.
No, Let’s Keep Saying “Thought Leadership”
A week or so ago, I reposted a pointed critique of the term “thought leadership.” Then I realized I’d become part of the howling mob.
What Ought to Happen Before Thought Leadership Happens
The Scouts have had it right all along. That whole “Be Prepared” thing? It applies just as much to thought leadership.
So NOT Thought Leadership
When is a white paper not a white paper? When it’s a brochure (and for the record, there’s nothing wrong with brochures … it’s all about your audience and intent). But if you are marketing lead, you know the drill.
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.
“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 telling the waiter “I’ll have the meat, please.” In the world of thought leadership content, that’s a lot like saying “I want to write a 10-page white paper — and I want to start writing next week.”
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 …
Six ways for thought leadership to have real impact
A new study by Edelman and LinkedIn reveals that 58% of respondents said thought leadership directly led decision makers to award business to an organization. More startling: 29% decided not to award business to a company based on its thought leadership.
A lesson in how not to write thought leadership
It’s surprisingly easy to slip into promising something and not quite delivering, to become overly focused on the firm’s approach or methodology, or to create something that doesn’t have a strong engaging story.