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Content marketing fever has swept the business world.  According to the most recent survey of content marketing practices and trends among B2B companies by the Content Marketing Institute (CMI) and Marketing Profs, just under nine in 10 participating professionals said their organization uses content marketing, and three-quarters indicated their organization will produce more content in […]

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, […]

Best-selling books, management journal articles, substantive white papers, research reports, company magazines and other publications have become critical to helping professional services firms and other B2B companies win new business and grow. However, many companies find it difficult to create content that consistently resonates with target executives and positions the company to continually engage with […]