In this edition of Thoughts on Thought Leadership, we present tools and advice that you can use to create thought-leading content. If you've read many of the multitudinous blog posts, articles and books that have been published on thought leadership in the last couple of years, you may have noticed they are generally long on how to market it, and short on how to create it in the first place. We never have been. We hope you find these useful.

 

Getting the structure of a thought leadership piece right can consume a lot of time and effort if you don't begin with a framework or template. Here is our seven-step framework, the major sections and their approximate proportions. 

Multiple calls, rejected drafts, endless rewrites, spiraling costs, unhappy subject matter experts-such is life for many marketing heads and directors of editorial when they try to have ghostwriters produce thought leadership content for professional services firms. Want to exit this circle of disappointment? The way out is right here.

"No one reads long articles anymore" is a popular refrain in the social media age. But is it right? And if not, how long should thought leadership content be? Bloom Group partner Bob Buday argues that question is easily answered, but it's not as important as how many articles should we be producing. And in that regard less is more, as you can read here.

How much should you tell readers about your proprietary techniques in your thought leadership content? Some professionals fear that describing their methodology too precisely would equip the reader to do it himself. And then why would they or their firm be needed? This is wrong-headed. Holding back on what you know, in particular what you know better than your competitors, is a mistake. Bloom Group partner Tim Parker explains why here.

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