Thought Leadership Content Development

Thought leadership marketing has long been important to companies for which expertise is a significant part of their offering. While it began in the professional services sector, in the 1990's the practice spread to the IT industry and since then has increasingly been adopted in other B2B sectors. 

But to be effective, this material must be good. To get clients to respond to their marketing campaigns, firms must demonstrate deep and novel insights on business issues. Such insights capture client attention by making high-stakes, confusing issues coherent, and lowering the risk of them choosing the wrong firm.

From this page, you can access many articles, interviews, and research reports we’ve written on how to produce great thought leadership content. If you’d like us to help you create yours, you can get the ball rolling here. 

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Recent Blog Posts on Thought Leadership Content Development

When we entered the thought leadership marketing business back in 1998, our clients rightly asked us what would make them thought leaders. There are two pieces to that puzzle: great content and great marketing programs that implant that content in the minds of their audience.   
The term “knowledge management” was big in the mid-1990s when big companies saw the need to share expertise beyond those proximate to it. A decade and a half later, the term “thought leadership marketing” is in vogue, and some see a connection between the two.
A thought leadership content function needs to be charged with creating compelling concepts that generates more leads -- and new services. Making that happen starts by chartering your thought leadership R&D machine with the right ambition. 
In just the last two years, we’ve been asked the same question by six very large B2B firms (two consulting, two IT services, one financial services and one software Company): how do you build a thought leadership content machine. There are five things you need.
We have long known that how much good thought leadership you can generate in a professional services firm relies on one or both of two things: the ease of extracting new insights from practicing professionals, and whether or not the firm does dedicated research. This week I saw a model that neatly ties these things together.

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Articles on Thought Leadership Content Development

An interview with Steve Cokkinias, VP Sales and Marketing, FMG Leading, about the company's journey.
A white paper can be an excellent source of thought leadership content. But developing one can quickly fall off the rails.
How four motivations drive superior content.
Surveys have an important role to play in thought leadership marketing. Done well, they create interest, credibility and leads and journalists will often report on them as they’re easy to turn into stories. Not done well they get no traction in the marketplace. Here are 10 rules to make sure yours are successful.

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