Archive

So you want to write a business book—fantastic.  Business books remain a popular marketing tool for many companies and professionals, especially those involved in the business of dispensing advice (such as consultants, accountants and attorneys).  And for good reason: A book provides an outlet by which professionals can communicate their insights and expertise, and the […]

If you’ve ever been part of a thought leadership content development effort, you’re likely familiar with the subject matter expert (SME) interview.  It’s the session during which a writer helping to help develop a piece of content (e.g., a white paper or byline article) meets with the SME who will be the published author of […]

With more consulting firms relying on thought leadership to drive brand awareness, market differentiation and growth, marketers increasingly are encountering a difficult challenge: getting enough subject matter experts (SMEs) to devote time to developing the content that fuels thought leadership marketing programs. To be sure, demands on SMEs’ time have always been great. But today, […]

It’s easy to understand the value proposition of a Honda, iPhone, or pair of Dr. Marten boots.  They’re tangible products you can touch, feel, and “test drive.”  But what about an intangible one?  Without having something physical to experience, you need another way to understand its value and purpose. This is something professional services firms […]

B2B companies are sold on content marketing.  They roundly recognize that marketing content—especially, content that demonstrates thought leadership—is key to boosting customer or prospect awareness and engagement, contributing to greater differentiation and, ultimately, converting interest into revenue.  In fact, 89 percent of B2B companies in a recent Content Marketing Institute survey said they were engaged […]