Comprehensive thought leadership consulting for B2B & professional services firms
Many companies that bring thought leadership to market believe the content they produce doesn’t get much respect from the executives they’re trying to impress. Rodney Dangerfield had his shtick, and it brought millions of laughs over an illustrious career. The self-deprecating comedic genius, with his bulging eyes roving and his nervous hands tie tightening, was famous for …
Why You Must Shed Your Rodney Dangerfield Syndrome Read More »
One keystone document can provide the core argument for articles, white papers, long blog posts and other parts of your thought leadership marketing. Most thought leadership marketers know the benefits of putting an extensive, multifaceted marketing campaign behind a research study or a book. Over the last three decades, I’ve seen companies promote such “big” …
A big, big problem in thought leadership arises when multiple people contribute to a piece of content – whether a blog post or a book or everything in between – and there’s no director, no singular view. Every so often, I come across a poignant insight from a legend in some field about a practice …
Without a well defined problem and a strong point of view, your white paper may never see the light of day. Here’s how to keep it from going off the rails. No doubt you’ve seen the phenomenon of the runaway white paper. They take months to finish, ignite angry debates over big and little points, …
Instead of asking clients for a testimonial, ask them if they want to be featured as a best-practice example. Who wouldn’t want to be identified this way? At a June conference on thought leadership marketing in the consulting industry, several people in the audience complained about how hard it is to mention clients in articles, …
Case Examples, not Testimonials: How to Get Customer Stories Into Your Content Read More »
Many more authors, using many more outlets, are trying to position themselves as thought leaders. Having “good enough” content won’t make you stand out. Here’s what will. Anyone who has long succeeded in using thought leadership marketing to create demand for expertise may be lulled into a dangerous impression: that the quality of what they …