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

  I keep hearing people say that developing great content for thought leadership marketing campaigns requires instituting a publishing process, populated with reporters willing to become “corporate journalists.”   I say that’s partly right and mostly wrong.
For more than 20 years, I’ve seen consultants and other advice-sellers use an array of techniques to try to come up with a big new idea to take to market. Some of these spawned enough business leads to more than warrant the investment in time and money. I’ll list these, from least to most successful.
Over the next decade, I see professional firms continuing to get serious about building strong capabilities in thought leadership marketing – hiring talented ghostwriters, event marketers, social media whizzes and others who can package and market their professionals’ ideas. But this won’t be enough – not nearly enough – for them to generate big returns on their investments.
We all know what happened in the 1980s when the Japanese began exporting cars to the U.S. with fewer defects than those made in Detroit. Toyota, Honda and Nissan began stealing market share from Ford, GM and Chrysler. For 30 years now, the U.S.-based automakers have been forced to boost quality. The same story has played out in industry after industry.
Developing a compelling, research-based point of view on any topic can take many months. Marketing that POV can take many more months. So what do you do when the phone isn't ringing or email box pinging with inquiries?


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.