Where Does Your Thought Leadership Lead?

Look at most consulting firms' marketing strategies and you'll find that thought leadership is often integral to the program. Firms crank out books, articles, white papers, podcasts, and the like to create a space for themselves and their offerings in the minds of busy clients.

To say the least, generating original content for the market is labor-intensive, so firms must be certain that their work is high quality and of substantial interest to clients. If it's not, why bother creating it?

Marketing consultants at The Bloom Group have a practical guide for generating compelling intellectual capital. In their article, "Competing on Thought Leadership: The Seven Hallmarks of Compelling Intellectual Capital," the authors suggest seven criteria for evaluating your thought leadership pieces:

• Focus--Have a single message

• Novelty--Come up with a unique take on the issue
• Relevance--Meet a critical and specific market need
• Validity--Prove your solution is effective
• Practicality--Demonstrate your solution can be implemented
• Rigor--Use consistent, air-tight logic 
• Clarity--Make a clear, easy-to-understand argument.

Use the link above to read the full article by The Bloom Group. The insights can help you develop new content or to evaluate your existing work.

 

Comments

[Kuplju Dom]

Thank for your post and link to the full version of the article.
Very helpful tips for a clear structuring of the business.
The very embodiment of some of these tips in the case.

[HP]

Excellent post and link. Great insight on what a POV should be vs. regurgitating well-known business tactics.