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

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.
The third success factor in thought leadership marketing is rare – the ability to invest  content development and marketing resources in fewer points of view rather than more. Many fewer, in fact.
We recently pondered the hazards of plagiarism after someone took some of our material for their own blog. Now I think I have a much better understanding of why it’s bad for everyone, especially the reader. And I’d like to share my conclusions.
The number one barrier to firms doing more social media marketing is not being confident they can generate the content. There are several answers to this, but the best one is reflection, that is, extracting meaning from client work.

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Articles on Thought Leadership Content Development

A good white paper outline or template willsave you multiple calls, rejected drafts, endless rewrites and unhappy subject matter experts.
Getting the structure of a white paper or other thought leadership piece right requires a white paper outline template. Here is ours in seven parts.
You'd think consultants would embrace ghostwriters. Ghostwriters can help them to publish more often in less time with less effort. And internal marketers who know thought leadership builds business are all for it. But many consultants are averse to using ghosts. Why? We asked several, and we also asked for their ideas on how to fix the sometimes dysfunctional ghost-client relationship.
Managers are always looking for answers to their most pressing problems. In this article, we explain how to write a white paper that will attract and engage an executive audience.
Having an online presence is increasingly important for professional services firms and other B2B marketers. For most businesses, it has become essential. But ranking high in search engine results is increasingly important too. This article explains how to get higher rankings with quality content. 

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