As a marketing content writer, I write a lot of blogs and newsletter articles. These pieces are designed to showcase my clients’ expertise, keep them top of mind, and, hopefully, help create new opportunities for them. In other words, the type of idea-sharing “thought leadership” pieces I discuss below.
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|IS THOUGHT LEADERSHIP WORTH THE EFFORT?
Last year Edelman surveyed 1,201 U.S. business decision makers and purchase influencers across a wide range of industries and company sizes, including 43% from companies with less than 200 employees. This study showed that well-done thought leadership content…
However, quality matters
A big issue here is that high-quality thought leadership pieces are evidently few and far between. In fact, only 18% are rated “excellent or very good” by decision makers; 53% are seen as “good”; and 30% get a failing grade of “mediocre to poor.” In addition to being well-written, a key differentiator of the highly-rated pieces is that they provide valuable insights.
Shorter is better