Get 10 minutes of proven-to-work advice, in an informative and irreverent format! First up: a connoisseur’s approach to great content.
Hey all you loyal viewers and listeners of our “Everything Thought Leadership” video + podcast series: We have something new for you!
To complement our ETL interviews with top thought leaders and thought leadership professionals, we have an ETL program that’s pure advice – from Bob Buday, author of the award-winning book “Competing on Thought Leadership,” himself.
We call it “The Huddle.” In each episode, Bob will provide proven-to-work advice on how to master a specific skill that all thought leadership professionals should gain. Focusing each ~10-minute episode on a single skill, Bob will explain them in ways that are equally informative and entertaining.
You can get more depth on these skills from Bob’s 2022 book or from the dozens of articles he’s published on thought leadership since the late 1990s, all of which are on the Buday TLP website. With every episode of “The Huddle,” we’ll provide a link to the article(s) that will give you even more depth on the skill at hand.
With this in mind, we suggest you consider every episode of “The Huddle” as a way to get an important skill on your radar screen – a capability for you or other people in your organization need to master to enhance your careers and increase your company’s ROI on thought leadership.
The Huddle Ep. 1: Why Thought Leadership Professionals Must Be Able to Identify Great Content
Many B2B companies are making substantial investments in research and marketing to stand out as thought leaders in their industries. In fact, a study we led three years ago found the average B2B company spent nearly 6% of revenue on thought leadership (content + marketing).
However, unless they develop consistently strong content, their investments won’t generate high returns from customers who believe their expertise is superior. So what holds back many B2B firms from developing compelling research, white papers, articles and other thought leadership content?
We explore this topic in our premiere episode of “The Huddle.” As Bob Buday says, the first step in developing regularly compelling content is intimately understanding what makes for an outstanding idea. Much like wine connoisseurs who learn how to recognize excellent wine, thought leadership professionals need to become content connoisseurs who understand the ingredients of excellent content.
To gain even more insights on how to become a content connoisseur, read Bob’s article here.