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 has to be good. To get clients to respond to their marketing campaigns, firms must demonstrate deep and novel insights on business issues. These insights capture client attention by making high-stakes, confusing issues coherent. And they lower the risk of choosing the wrong firm.

From this page you can access articles, interviews,research reports, presentations and white papers on how to develop good content. You can also find out about the services we can provide to help.

Articles on Thought Leadership Content Development

An interview with Steve Cokkinias, VP Sales and Marketing, FMG Leading, about the company's journey.
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.

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Recent Blog Posts on Thought Leadership Content Development

You need customer stories to make your firm's advice convincing, not theoretical. Here's how to get those stories.
For thought leaders, the opportunity to write a piece hooked to a news story has strong appeal. But don't rush it.
Keeping your nose to the grindstone may not be the key to success after all.
Opt instead to continually produce and market stellar content over time, and clients will come to you.
Standout articles and books solve problems -- painful problems. Do you focus your content efforts on your audience's biggest worries and headaches? 

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