Ideas worth thinking about.
We write about the questions we encounter in our work: how organizations build credibility, bring expertise into the market, communicate through change and make marketing and communications work harder for the business. Sometimes we have an answer. Sometimes the more interesting thing is the question.
What we're thinking about now.
Why thought leadership stalls when no one owns it
Most organizations don't have a content problem. They have an accountability gap between what the business knows and who is responsible for expressing it.
Read more: Why thought leadership stalls when no one owns itNarrative comes before content, not after it
Publishing without a defined point of view produces activity, not authority. The work starts upstream of the editorial calendar.
Read more: Narrative comes before content, not after itWhat executive positioning actually requires
Visibility is the easy part. The harder question is what each leader stands for, and how that reinforces the firm's narrative.
Read more: What executive positioning actually requiresWhen your competitor in the conversation is a peer
In financial services and capital markets, the firms winning the thought leadership conversation are often the ones your leaders already know.
Read more: When your competitor in the conversation is a peerMeasuring authority without counting impressions
Content volume is easy to report and tells you very little. Here is what changes in the market when the strategy is working.
Read more: Measuring authority without counting impressionsAI can produce content. It can't decide what you stand for
Scale has never been the constraint on credibility. Perspective is, and that remains a strategic question.
Read more: AI can produce content. It can't decide what you stand for
Let's talk about it.
If something we've written sounds familiar, chances are there's more underneath it.