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

Nice to see we’re not the only ones who complain about indecipherable business communications. Check out this Oct. 29 column by New York Times media critic David Carr about a CEO’s internal memo at magazine magnate Conde Nast (Vogue, The New Yorker, Vanity Fair, etc.).  Looks as though employees are having a hard time understanding their boss’s lingo.
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.

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Articles on Thought Leadership Content Development

To get clients to respond to their marketing campaigns, professional services firms must demonstrate deep and novel insights on business issues--a business point of view. Such insights capture client attention by making high-stakes, confusing issues coherent. And they lower the risk of choosing the wrong advisor.
Following the footsteps of professional services firms, companies in amny other sectors have recognized the power of seminal ideas that create order out of chaos, and are flooding the marketplace with their insights. This article explains how to make sure that those insights are good enough to capture the attention of prospects.

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