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Thought leadership

  • Becoming an Efficient Thought Leader

    Becoming an Efficient Thought Leader

    One of the more popular thought leadership "strategies" is to create relevant, provoking, leading-edge content.  Not only does this provide evidence of the thought leader's special knowledge, but it also helps attract new followers, through sharing (social and real-world), and through discovery (Google, conference speeches, and publicity.) The most successful [More]

  • Six Top Thought Leadership Articles

    Six Top Thought Leadership Articles

    For most people in senior roles, the holy grail of recognition is embodied in two terms: Thought Leadership and Trusted Advisor.  Yet too often, these very terms are thrown around, overused, and just perhaps, may be losing their value. Notwithstanding this, the underlying concepts are powerful - with a matching value in the marketplace. [More]

  • How journalists improve reader engagement

    How journalists improve reader engagement

    What is the one lesson that appears in every newspaper article, every magazine article, and for that matter, every bestselling book?  Journalists and editors realize that they have to work exceptionally hard to get people to actually read what they write. And unless you actually do so, their work has [More]

  • Commodities, Academics, Golfers, and Stars

    Commodities, Academics, Golfers, and Stars

    It isn't hard to understand why so many refer to themselves in this way: it helps the ego, helps marketing, and shines a patina of professionalism and respectability on their activities. But just because these terms are used, doesn't make them true. A more useful approach is to consider that [More]

  • Price, Expertise, and Trust – revisited

    Price, Expertise, and Trust – revisited

    Most service-based organizations compete based on Price/Expertise/Trust. But do these dimensions by themselves generate sustainable competitive advantage?  Not necessarily: to develop competitive advantage requires taking each of these items to their logical conclusion. From price to value:  Not only is competing on price usually not economically sustainable, most organizations do not want their brand to [More]

  • Trust Killers

    Trust Killers

    How much does your organization invest in marketing? Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media.  Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why [More]

  • Growing Your List (Part 2)

    Growing Your List (Part 2)

    In the first part of this post, we consider the importance of growing all channels - not just email.  In this post, we look specifically at growing your email list - 11 different ways of doing so: Plug the leaks:  Sometimes a list is growing just fine, but the growth is negated by people who [More]

  • Testimonials and References

    Testimonials and References

    When you make a purchase decision, what is the one thing, more than anything else, that gives you confidence that the other party can (and will) do what they promise? Yes, statements of work, contracts, and case studies all play a role.  But what about references and testimonials? References are those conversations [More]

  • Viewpoint: Expert-writers and Writer-experts

    Viewpoint: Expert-writers and Writer-experts

    While the internet has changed the world of publishing fundamentally, the world of writing has been fundamentally shifted as well. Consider who is actually doing the writing: Professional writers are educated in the craft of investigation and written expression, and spend an entire career learning how to convey complex concepts [More]

  • Building engagement and community

    Building engagement and community

    Engagement and community both seem to be the ultimate goals for those involved in the Social Media game. Yet building it seems shrouded in mystery; ask many successful community managers, and it is a combination of secret sauce, luck, and a strategy that has been built after-the-fact to explain their [More]

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