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 Marketing and Sales, FMG Leading, about the company's journey.
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.
Multiple calls, rejected drafts, endless rewrites, spiraling costs, unhappy subject matter experts -- such is life for many marketing heads and directors of editorial when they try to have ghostwriters produce thought leadership content for professional services firms. Want to exit this circle of disappointment? The way out is right here.
Getting the structure of a thought leadership piece right can consume a lot of time and effort if you don’t begin with a framework or template. Here is our seven-part framework, the major sections and their approximate proportions.
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.

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Recent Blog Posts on Thought Leadership Content Development

Learn them; know them; live them; benefit from them.
Consulting firm customers depend on a select group of third-party business publications for thought leadership content. Your site is not enough.
You want them to produce great content? Tell the experts in your firm they don't need to write anything, only to think.
What distinguishes the consulting firms that get the best results from thought leadership content efforts? A new survey by Association of Management Consulting Firms (AMCF), The Bloom Group, and Rattleback provides fresh insight.
Journalists aspiring to break into though leadership content development have more to learn than they may think.

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