how we work together to create thoughtful content

> how we work together to create thoughtful content

While each technique for getting your thought leadership content into the marketplace of ideas is different, they share some common considerations:

Most importantly-We do not write about your company and your products. Thought leadership content is designed to solve buyer problems or answer questions and to show that you and your organization are smart and worth doing business with. This type of marketing and PR technique is not a brochure or sales pitch. Thought leadership is not advertising.
We start by defining your organizational goals. Do you want to drive revenue? Generate qualified traffic to your Web site? Show the media and analyst community that you are a player? Encourage people to buy something? Or maybe you want to sell your company and you need to show momentum to investors.
Based on your goals, we decide if you want to provide the content for free and without any registration (you will get many more people to use the content, but you won't know who they are) or if you want to include some kind of registration mechanism (much lower response rates, but you build a contact list).
We alter our mindset to think like a publisher by understanding your audience. We consider what market problems your buyer personas are faced with and develop topics that appeal to them.
We determine the best form of thought leadership for your organization and your buyers. It might be Blogging to Build Business or perhaps we may choose a program Online News Releases that Reach Buyers Directly or even create an ebook, a comprehensive content rich Web site, or speaking series.
We then create the actual content to appeal to your buyers and other target markets. We write for your audience and use examples and stories. We make it interesting.
It is always important to choose a great title that grabs attention and we use subtitles to describe what the content will deliver.
Once the online thought leadership program is ready to be launched, we promote the effort like crazy. I show you ways to offer the content on your site with easy-to-find links. You will add a link to employees' e-mail signatures, and get partners to offer links as well.
To drive viral marketing effects, we also alert appropriate reporters, bloggers, and analysts that the content is available and send them a download link.