Education, training and strategies for companies that thrive on unique expertise
To compete on the basis of possessing superior expertise – to compete on thought leadership – you must continually show the marketplace your expertise is superior. I was asked this month at a training session that I led in San Francisco whether the Bloom Group’s criteria for quality of thought leadership marketing content were too […]
Are Our Hallmarks of Thought Leadership Too Hard? Read More »
The right strategy focused on the right topics, compelling content, and validation in credible channels are key. In this final post of a three-part blog series, I discuss what will never change in the still-nascent and fast-changing field of thought leadership. I just can’t imagine the following three elements ever becoming less important, no matter how much technology
The 3 Eternal Truths of Thought Leadership Read More »
There’s a great need, and thus great market, for both types of content. And the skills required to create both types vary significantly. Are content marketing and thought leadership marketing the same thing? I have had a point of view on this for awhile (as you might imagine), one that until I realized I hadn’t
Content Marketing vs. Thought Leadership Marketing Read More »
What makes for a persuasive argument will never change. But online technology has changed how to build, communicate and engage an audience in an argument. Last month, I resisted the temptation to write the traditional year-end column that looks back on the year and predicts what’s ahead in the new one. On the topic of
What Is and Isn’t Changing About Thought Leadership Read More »
The best length for an article, research report or book is the fewest number of words possible for making a strong argument. If I had a dollar for every time I’ve heard someone say, “No one reads long articles anymore” over the last 26 years, I’d be as rich as Sir Richard Branson. Well, maybe not
The Right “Less is More” Argument to Make for Thought Leadership Read More »
Authors of many bestselling business books, Harvard Business Review articles and research reports don’t actually write the words. The ideas are theirs, but they leave it to expert communicators to express it compellingly. After 26 years of watching consultants and other advisers successfully use ghostwriters, I was stunned recently to hear a professional services marketer
How Fear of Ghosts Can Keep Your Thought Leaders in the Dark Read More »