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Content Marketing and Thought Leadership

by Randall Craig on February 15, 2013

Filed in: Blog, Learning, Make It Happen Tipsheet, Time management

Tagged as: , , ,

One of the most important – and one of the newest – elements of a modern marketing strategy is Content Marketing.  The idea is that if your “content” is everywhere, then would-be clients would be easily attracted to you.

Unfortunately, many marketers miss a crucial aspect of this: that the content must be valuable in the eyes of the reader; it must be insightful, new, and demonstrate thought-leadership.  If it doesn’t do this, the reader won’t make the direct connection between the content, and your expertise.  And they certainly won’t be asking for help.

Thought-leadership is the fundamental underpinning of content marketing – but how does one develop it?
Some ideas:

  • Read outside your professional area of knowledge: magazines, history, science, academic journals, daily newspapers, blogs, and more.
  • Register for seminars and courses, take certifications, and learn from people who are experts in areas related to your own.  You can then connect the dots between this new knowledge and your area of expertise.
  • Take greater responsibility on the job, thereby enriching your practical knowledge, outside of your usual day-to-day.
  • Write.  Not only does this help synthesize your ideas, but it is the first step to gaining feedback from others.
  • Join a group that puts your ideas to the test, both through discussion and debate.

More than any of these ideas, however, is the importance of actually spending time thinking.  Becoming a thought-leader without giving yourself ample time to think is impossible.

This week’s action plan: Whether you aspire to thought-leadership or not, thinking time often gets squeezed away by urgent deadlines and other priorities.  This week, schedule time to think – at least five hours.  One hour each day is a very small investment for thought leadership… and to make better decisions.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)
:  Professional credentials site
.com: Web strategy, technology, and development
:  Interviews with the nation’s thought-leaders


Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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