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

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.
Great thoughts are the foundation of successful thought leadership marketing campaigns. But you can have a great process for developing ideas — extensive primary research and thorough analysis of the data you gather — and still produce lackluster content if you’ve brought the wrong people together to analyze the findings. Here are four character traits lead to mediocre ideas. 

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Articles on Thought Leadership Content Development

The siren song of becoming a best-selling author is strong for many advice-givers. The prospect of having one’s ideas consumed by thousands or millions of people can be difficult to resist. However, it takes a great deal of work to produce a successful book. This article explains how to get it right.
Too many professional services firms unintentionally erode their sizable sales and marketing investments with poor writing. Poor writing makes a firms’ products—the expertise of their professionals—appear inferior. In this article, the authors explain how bad writing happens, and how to ensure it doesn’t.
How can professional services firms ensure that their white papers, articles, website content, research reports, books and email newsletters generate substantial interest in the firm. This article explains how marketing organization holds the key.
Case study research has a pivotal role in developing a compelling point of view.
U.S. professional services firms said having strong intellectual capital (IC) was the most important ingredient of effective marketing—more important than having a compelling brand, big marketing budget, a sound marketing strategy or capable sales force, according to a recent survey conducted by The Bloom Group.

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