Content marketers: still having Groundhog Day moments?

February 2, 2017 Blog 0 Comments

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.

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Make Content Creation Great Again!

January 12, 2017 Blog 0 Comments

Love him or loathe him, America’s new president can message.

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What should customers do with your thought leadership, anyway?

January 9, 2017 Blog 0 Comments

If 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…

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Why “me too” thought leadership may not be “meh”

November 30, 2016 Blog 0 Comments

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.

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Want great thought leadership content for the long haul? Don’t just flag down the next solo freelancer.

November 2, 2016 Blog 0 Comments

Too often, content marketers think of freelance writers as taxicabs, circling the block, constantly looking for a fare.

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Thought leadership content: why hire a writer when you need a story doctor?

October 12, 2016 Blog 0 Comments

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…

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“Can I have the meat, please?” (not if you want well-done thought leadership content)

August 11, 2016 Blog 0 Comments

Imagine going to an upscale steakhouse known for the finest cuts of prime beef and…

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Using the Minto pyramid to start a white paper? Stop right now.

July 28, 2016 Blog 0 Comments

Not long ago, a new client asked if we were familiar with the Minto Pyramid…

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Why Thought Leaders Should Never be Writers

July 6, 2016 Blog 0 Comments

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.

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What Makes You Think Your White Paper Is Any Good?

May 31, 2016 Blog 0 Comments

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.

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