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The Open and Shut Case for Content Curation
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"Content is Digital Bait"
Explore Thought Leadership (Apr 19 2012)
For some years, Craig Badings says he has arguing that thought leadership is the new sales Trojan Horse, the way to equip sales teams with the game-changing insights they need to have the conversations with their clients that differentiate them from their competition and set them up for the sale. He says he recently discovered a wonderfully evocative phrase: “Content is digital bait”.
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Mentions: China Thought Leadership
Booz & Co. Thought Leadership Efforts Have a Clear Business Objective
Explore Thought Leadership (Apr 11 2012)
It can be challenging to sell an intangible product, such as legal services or consulting. Such sales requires proxies for value, since a new customer has no tangible way to evaluate the quality of the product.
Among the intangible proxies is "thought leadership." Booz & Company long has run thought leadership campaigns for that reason. Among the objectives:
1) Get "top tier media coverage globally, client interest and engagements
2) Build a strong brand as a firm with proven expertise in innovation
3) Get ranked as one of the top firms in innovation consulting
(Read Full Article)
Mentions: Thought Leadership
Why Brands Should Not Write Books
Explore Thought Leadership (Mar 19 2012)
I’m probably going to tick off a lot of people, but my perspective is that brands have no business positioning themselves as thought leaders. One of the key characteristics of a thought leader is independence of thought – the fact that they are free to posit new directions and approaches unbounded by the constraints of marketing.
I don’t know where this idea came from that brands and companies can be “thought leaders.” That certainly wasn’t the view of Joel Kurtzman when he coined the term back in 1994. My understanding was that his interview subjects were individuals, not ...
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Mentions: Thought Leadership
Value of Thought Leadership
Explore Thought Leadership (Mar 13 2012)
Thought leadership, almost by definition, is hard to achieve. Every business has competitors, and thought leadership implies that one or just a few firms "leads" a category. Nonetheless, the business purpose of thought leadership is that it allows a firm to engage prospects in a different way.
(Read Full Article)
9 Great Ways To Avoid Being A Thought Leader
Explore Thought Leadership (Jan 17 2012)
A tongue-in-cheek look at reasons not to seek "thought leadership." The post does raise some issues, though. In some business-to-business verticals, thought leadership is essential because a product is "intangible," and potential customers cannot physically inspect a product. In such cases, thought leadership is a way of providing credentials that are a proxy for the actual product. In other cases, some contestants might benefit disproportionately from thought leadership, including those firms offering new technologies, products, packaging, delivery models or pricing formats.
(Read Full Article)
12 Experts On The Key Thought Leadership Trends For 2012 – Content Curation
Explore Thought Leadership (Dec 22 2011)
I asked 12 people who I consider to be leading global commentators on thought leadership as well as a couple who have produced some amazing thought leadership programs in-house over the years to comment on four critical thought leadership questions for 2012.
(Read Full Article)
Mentions: David Meerman Scott Content Curation Curation
Sharing is an Important Measure of "Value" and "Importance"
Explore Thought Leadership (Dec 21 2011)
One of the reasons content "shares" are important is that they are an indicator of value and importance by people who have done the sharing. It is hard to be a thought leader without some significant amount of social sharing.
A B2B marketer still has to harness that thought leadership into the sales funnel. But content that gets shared more frequently is a good sign.
(Read Full Article)
Mentions: David Meerman Scott Thought Leadership
PR is undergoing a revolution
Explore Thought Leadership (Nov 24 2011)
This is a guest blog I wrote for Craig Pearce’s blog recently. The PR industry globally is undergoing one of its biggest changes since social media boomed across the web – it’s called content strategy and it’s rocketing through the traditional corridors of marketing and PR.
(Read Full Article)
Mentions: Seth Godin Blog
Advice from 7 global thought leaders on thought leadership
Explore Thought Leadership (Sep 26 2011)
Over the course of the last few years I have had the privilege of interviewing a number of thought leaders in different fields. I’ve taken the best of what these seven thought leaders have shared on the topic and hopefully you’ll find them useful.
David Meerman Scott, author of “The new rules of PR and Marketing”, [...]
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Mentions: David Meerman Scott Thought Leadership
What role does content curation play in thought leadership?
Explore Thought Leadership (Aug 4 2011)
Can someone who curates content be a thought leader? I’ve always said no because to be a thought leader necessitates generating original, new content or insights that address a certain markets issues or challenges. By doing this you display your depth of expertise on a topic or a business sector.
(Read Full Article)
Mentions: Content Curation Curation Thought Leadership
Claiming Content Curation Is Thought Leadership Is Like Plagiarism
Explore Thought Leadership (Jul 18 2011)
Karan Bavandi and I have been tweeting about whether content curation equals thought leadership. He believes it does and I believe it doesn’t. In Karan’s post he uses the dictionary definition of thought leadership which, unfortunately, is severely limiting in terms of where thought leadership has now moved (you can check out a whole lot of [...]
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Mentions: Content Curation Curation Thought Leadership
Does content curation have a place at the thought leadership table?
Explore Thought Leadership (Jul 11 2011)
Can content curation lead to thought leadership? I don’t think so and I will give you my reasoning. But first I would like to share with you a comment on a thought leadership definition from Jessie at Hivefire. (Read Full Article)
Mentions: Forrester Research HiveFire Content Curation
Another great definition of thought leadership
Explore Thought Leadership (Jul 8 2011)
On the right of this page under the heading ‘Definitions of thought leadership’ you will find a host of definitions on thought leadership. These include some of my own which change as the years go by and as I learn more about this fascinating subject from the work I do and from other subject experts in the field. (Read Full Article)
Mentions: Forrester Research Thought Leadership
Thought leadership model missing one critical piece
Explore Thought Leadership (Jun 20 2011)
I really like Shane Gibson’s thought leadership model pictured above.
It’s simple yet has some good depth to its structure. In particular I like the inner circle elements of creator, contributor and networker. However, like any model there are always gaps. The glaring one for me in this model (no offence Shane – if you [...]
(Read Full Article)
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Great thought leadership job offered in London
Explore Thought Leadership (May 18 2011)
Most professional services firms are very sophisticated in their approach to thought leadership. The advert I found online at The Times for a global thought leadership position at PwC based out of their London office is testimony to this. In particular I love this line: “We are committed to taking our thought leadership to new levels with [...] (Read Full Article)
Mentions: London Thought Leadership
Thought leadership = emotional connections on steroids
Explore Thought Leadership (Apr 20 2011)
“What return on investment can I expect?”
This is typically the first question I receive when speaking to companies about their thought leadership program. While I can talk passionately about this and rattle off numerous benefits, there is one sentence I read the other day which I think absolutely captures it. It is from well-known blogger [...]
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The 9 fundamentals of thought leadership
Explore Thought Leadership (Apr 4 2011)
Here are the nine fundamentals to being a thought leader:
1.) Research your target audience - identify the challenges and issues they face in their daily lives/businesses. This is the most important clue and driver of your thought leadership direction.
2.) What do you want to be famous for? - Identify what area you want to [...]
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Mentions: ROI Thought Leadership
The secret questions of successful thought leaders
Explore Thought Leadership (Mar 29 2011)
Good thought leaders or thought leadership campaigns should ask four key questions before they even start:
1. Where do we get most of our business and what are their key issues/challenges?
Without this knowledge your thought leadership position is much like shooting in the dark in terms of whether it will have the desired impact on your [...]
(Read Full Article)
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Thought leadership insights from global expert
Explore Thought Leadership (Mar 16 2011)
For this interview on thought leadership, I had the privilege of interviewing Fiona Czerniawska, one of the foremost global authorities on thought leadership, particularly in the management consultancy space. There are few people who understand as much about thought leadership as Fiona. She is the founder and managing director of Arkimeda and one of the [...]
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Mentions: London Thought Leadership
Einstein’s great insight for thought leadership
Explore Thought Leadership (Mar 11 2011)
In a guest post on Problogger,
http://tiny.cc/mfjhz Graham Phoenix of Male eXperience talks about rogue bloggers and there are some delightful insights and some inherent tips for thought leaders.
In particular, Albert Einstein’s quote stands out like a beacon for any person or business wanting to be a thought leader: “Great spirits have always encountered violent opposition [...]
(Read Full Article)
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Three key challenges facing thought leadership
Explore Thought Leadership (Feb 17 2011)
After working in thought leadership for many years across multiple sectors, writing about it, researching it and speaking to a wide variety of people across a spectrum of industries, I believe the key challenges facing thought leaders or a thought leadership campaign boils down to three things:
1. 1. Thought leadership Engagement – are your senior [...]
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Mentions: Thought Leadership
David Ogilvy’s greatest tip for thought leaders
Explore Thought Leadership (Dec 19 2010)
David Ogilvy gives thought leaders the best tip for helping them arrive at their thought leadership position (Read Full Article)
Mentions: Ogilvy David Ogilvy Thought Leadership
Your thought leadership is like a Christmas tree
Explore Thought Leadership (Dec 13 2010)
Reading a white paper from PR Newswire entitled Marketing is Content, it struck me that content can be compared to the presents under a Christmas tree.
But imagine presents with no tree. Not quite the same is it?
And herein lies the crux of your content marketing. The tree is critical to your content, it represents the [...]
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Mentions: Content Marketing Thought Leadership
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