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. 

Contact Us

 

Recent Blog Posts on Thought Leadership Content Development

I talked last week with a friend at a consulting firm about the challenges of extracting thought leadership material from a firm’s professionals, and how the process often degenerates into a long series of rewrites. This is actually very common, and I thought it might be helpful to explain how and why it happens.
There are so many survey reports being published at this time on content and thought leadership marketing that I feel slightly less bad we haven't done one for a few months. Between them they show all kinds of insights and raise all kinds of questions. 
We continually look for signs that thought leadership marketing is gaining adherents outside of professional services.
Developing fewer but more substantive points of view (sometimes even just one) is much more likely to make the phone ring than letting a hundred points of light shine in your firm. That’s for sure. But when you place your bets on fewer but deeper points of view, you will soon need someone who’s responsible for the end-to-end process of developing and selling a big idea.
In an article we published in June we explained why we think that topic microsites will supersede white papers for B2B marketing (see here). Here, I’ll go into a little more detail and explain why articles alone aren’t enough and why they need to congregate around an overarching point of view.

Pages

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.

Pages