Thought Leadership Challenges Your Whole Strategy
Thought leadership strategy forces you to ask what you can say about yourself that is true, and what you do in the world to make it true. These questions span an entire organization. Answering them and then doing something about them unmistakably requires the input of people empowered to make executive decisions and lead towards change. Including top company leaders in thought leadership strategy discussions takes the best advantage of this transformative opportunity.
Patient Capital and Content Marketing
Adopting a “patient capital” mindset in marketing means slowly building up an audience by delivering the highest value thinking in the highest quality manner possible. People may not buy today. It means planning at longer timescales — quarters and years rather than days and weeks. You deliberately and intentionally build your reputation by developing your ongoing credibility. In the same way that a patient capitalist defers expectations of return, you defer your expectations of immediate buying decisions by focusing on the long haul.
Decency: A New Meaning for an Old Word
Decency? Yes. When applied to marketing and communications, the concept of decency means treating people with a deep conviction that their time and their attention have value. It means showing a courteous restraint. It means respecting that time and attention are not just finite but irreplaceable resources. It means working within a dynamic of gaining permission, building trust, offering value.
“Ugh, who wrote this?” (The Marketing Content Voice)
As someone who both writes marketing content in healthcare and who advises companies on their content strategy and messaging, one of the most persistent and complex questions I come across in my work is the question of voice. Look at it first from the patient perspective. Patients want content that is clear and easy to […]
Bad Branding and Bad Dynamics
Yesterday’s Fortune offers a set of amusing anecdotes on branding efforts gone wrong, I have no inside knowledge of what happened at Airbnb, Tropicana, Gap, or other companies mentioned in the piece, but all of them suggest an essential factor in the creative process – the political dynamic. It defines reason that no one on […]