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Some thoughts from a content marketing pro about Thought Leadership

Posted on | October 21, 2015 | No Comments

Photo Credit: Steve Jurvetson

Photo Credit: Steve Jurvetson

“I’ve been turned off lately by a lot of so-called ‘thought leadership articles’ out there that pretty much boil down to a two-sentence idea,” complained one new client in my downtown Vancouver office the other day. “I really wish they would have written it that way, instead of trying to stretch it out to a long blog post. Let’s not do what they’re doing.”

I had to concur. Of course, ‘thought leadership’ articles are a big thing in content marketing today. Publishing them on your blog or in major media outlets can separate your brand from the pack. They make you (or someone else in your company) an authority, giving customers the confidence that you know exactly what you’re doing. But if you publish half-baked ideas, you’re not doing yourself or your brand any favors.

It’s not a new problem, actually. The vast majority of the business books I’ve read, including some popular bestsellers, tend to be pretty light on genuinely big ideas. But if you’re going to try, here are some guidelines we use to make sure that the thought leadership articles we craft on behalf of thoughtful CEOs are instantly shareable: Read more

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