Comprehensive thought leadership consulting for B2B & professional services firms
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” …
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 »
As the volume of self-publishing on so many business topics keeps growing gigabyte by gigabyte, readers will be lost in a Web of mediocrity. Is self-publishing a wholesale replacement for publishing in other people’s channels? Do we really need to deal with the Harvard Business Reviews, Sloan Management Reviews, and their ilk these days, trying …
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 …
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 »
If you hope to get the attention and budget approval of top management, talk about the value of thought leadership in their universal language: money. I know lots of people who, with varying degrees of success, are trying to get their boss behind thought leadership marketing and raise their organization’s investment in it. I can assure you the more successful …