Education, training and strategies for companies that thrive on unique expertise
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 […]
Being Heard in the Deafening Market of Ideas Read More »
Thought leadership marketing certainly can be more financially rewarding than journalism. But if money is the primary motivation, it won’t continue driving someone to higher performance. So your firm has decided it needs thought leadership marketing, or better thought leadership marketing. You’ve started to look for the right expertise, both internally and externally. How do
What Sparks People to Produce the Best Thought Leadership Read More »
Tell them they don’t need to spend time agonizing over outlines, paragraphs, or turns of phrase. Others can do that. Their ideas are what matter. “Our thought leaders don’t give us their time to help us create content.” We’ve heard B2B marketers make this complaint for years. Of course, it’s nearly impossible for them to
How to Get Your Experts to Make Time to Create Content Read More »
Authors, presenters and thought leadership marketers who don’t rigorously define the problem statement upfront risk losing much of the audience. Too many subject matter experts begin their articles and conference presentations on the wrong foot: by failing to precisely state the problem at hand. Understandably, this can leave an audience frustrated, even angry. They are
How to Drive Your Audience Nuts: Hazy Problem Statements Read More »
Your company may have deep expertise, but that alone won’t make the phone ring or the email arrive. If you’re already generating regular market interest – clients citing you, prospects calling you, reporters quoting you – let me offer you a hearty congratulations. You’re among a very small minority of firms whose opinions are regularly
5 Weaknesses that Spoil Your Thought Leadership Plans Read More »
Imparting expertise is a voluntary exercise. Professionals are not likely to give away their best ideas if they won’t get credit for them. Whose names should appear atop an article or research report? This may seem like a minor issue, as inconsequential as choosing which charts or photos to use in a white paper. But
Who Should Get the Byline? Read More »