Cogitation Supremacy
1.3K views | +0 today
Follow
Cogitation Supremacy
It's about thought leadership. A resource for thinkers, writers and marketers
Curated by Ryan Hines
Your new post is loading...
Your new post is loading...
Scooped by Ryan Hines
Scoop.it!

What You REALLY Pay for Content and What This Means for Marketing

What You REALLY Pay for Content and What This Means for Marketing | Cogitation Supremacy | Scoop.it
“The best things in life are free”--so goes the 1959 hit Motown single Money (That's What I Want) by Barrett Strong. Content, on the other hand, is never free. You pay something for content, knowin...
Ryan Hines's insight:

Use the price of admission ladder (infographic) to understand what your audience pays to consume your content and how this affects your marketing.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Free Content Has No Value

Free Content Has No Value | Cogitation Supremacy | Scoop.it
The other day I happened to speak to a marketing director who laid out the details of the brand’s distribution of thought leadership content. Successful program. Big surprise. The firm in question has a solid...
Ryan Hines's insight:
A surprising remark 'if you don't pay for content, it's not worth anything' sparked a lively discussion. My summary: Free content should be used to begin or deepen a client relationship. When it works, both the audience and the provider gain something. good content, done correctly, provides value to the audience and accrues benefits to you in the form of better reputation/more leads. I like to think of ‘paid’ content as a call-to-arms: aim to make your content so good that people would pay money for it. To be successful, content marketers must master tools and messages. Everyone seems to agree that moving an analogue content marketing program online can boost a firm’s reputation and inbound leads. In a world filled with cookies, personal data ‘buys’ content. As a content marketer, you can create a pay scale where the audience gets ‘more’ or ‘better’ content as they divulge more data. Ultimately, free content DOES have value.
more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

B2B Marketing: The Trouble with Thought Leadership

B2B Marketing: The Trouble with Thought Leadership | Cogitation Supremacy | Scoop.it
The trouble with most so-called b2b marketing "thought leadership" programmes is that they fail to trouble the reader...
Ryan Hines's insight:

Main contention: genuine 'thought leadership' must cause the audience to think differently about a topic. A good lithmus test, to be sure.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Beyond the brochure: Why thought leadership matters for real estate firms

Beyond the brochure: Why thought leadership matters for real estate firms | Cogitation Supremacy | Scoop.it
Beyond the brochure: Why thought leadership matters for real estate firms
New York Real Estate Journal Online
Commercial real estate companies have traditionally used press releases to announce new projects and glossy brochures to sell space.
Ryan Hines's insight:

Several concrete examples of real estate firms able to differentiate themselves according to different themes--'green' building, client service/needs and innovation within the industry--all contained in the thought leadership space. 

more...
Constance S. Ward's curator insight, October 4, 2013 5:02 AM

Promoting your organization's Thought Leadership is important inany industry or service

Scooped by Ryan Hines
Scoop.it!

A 5-Step Technique for Producing Ideas circa 1939

A 5-Step Technique for Producing Ideas circa 1939 | Cogitation Supremacy | Scoop.it
"The habit of mind which leads to a search for relationships between facts becomes of the highest importance in the production of ideas."
Ryan Hines's insight:

Creativity is a must for successful thought leadership efforts. Step 4 of this 5-Step technique is by far my favorite--and the most difficult to replicate consisistently.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Thought Leadership: Hot Topic at CS Forum Helsinki 2013? | Forrester Blogs

Thought Leadership: Hot Topic at CS Forum Helsinki 2013? | Forrester Blogs | Cogitation Supremacy | Scoop.it
RT @lauraramos: What is business value of thought leadership? @staceykgordon asks @lauraramos for #CSForum13: http://t.co/GhkksfLZu7
Ryan Hines's insight:

Laura Ramos at Forrester offers an interesting view on crucial questions on thought leadership in this Q&A.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Tom Peters's True Confessions

Tom Peters's True Confessions | Cogitation Supremacy | Scoop.it
On the 20th anniversary of In Search of Excellence Peters admits I had no idea what I was doing when I wrote 'Search.'
Ryan Hines's insight:

Why dust off an article from 2001? Because it's an entertaining behind-the-scenes look at a leading title from the canon of thought leadership. Dispels the myths and dishes dirt in a context of conflicting business paradigms.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Effective Storytelling (Infographic)

RT @infographmania: RT @PointsGroupLLC: Thanks to @infographmania for breaking down B2B marketing! http://t.co/xDXBP80gpY Thank you for you…
Ryan Hines's insight:

Use storytelling (and design) to cut through information overload. Important to remember for thought leadership.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

All LinkedIn with Nowhere to Go | Ann Friedman | The Baffler

All LinkedIn with Nowhere to Go | Ann Friedman | The Baffler | Cogitation Supremacy | Scoop.it
Thought leadership is a hopeful self-fulfilling prophecy. Just start leading and the thoughts will come :) Top wrtng: http://t.co/BdCmuDPo2i
Ryan Hines's insight:

Ann Friedman gives the Linked platform and its manufactured thought leadership (Influencers) a laudable dressing down. A key lesson: "you can achieve unparalleled likeability on LinkedIn’s mammoth media platform, but at the considerable cost of surrendering anything that might remotely resemble a coherent or challenging message to the LinkedIn masses."

You've been warned.

more...
No comment yet.
Rescooped by Ryan Hines from Organisation Development
Scoop.it!

Dare We Call it Thought Leadership?

Dare We Call it Thought Leadership? | Cogitation Supremacy | Scoop.it

Via Ana Cristina Pratas, David Hain
Ryan Hines's insight:

One of the few recent in-depth studies on how firms conduct thought leadership programs. A must read for anyone in the architectural design, engineering, and construction industries.

more...
No comment yet.
Rescooped by Ryan Hines from The MarTech Digest
Scoop.it!

B2B Thought Leadership? Not so much... | Forrester Blogs

B2B Thought Leadership? Not so much... | Forrester Blogs | Cogitation Supremacy | Scoop.it

Condensed...

 

Unfortunately, most B2B marketers fall short when they publish promotional content or threadbare case studies masquerading as thought leadership.

 

Thought leadership is different.  And it's rare.

 

It sits at the pinnacle of good market-facing content production but takes the long view toward the business results it produces. When successful, it engages buyers in an exchange of ideas that delivers value to both sides -- buyers and sellers -- while positioning your firm as a trusted source of great information. And the market, not your marketing department, tells you when your stuff reaches true thought leading status.


Via marketingIO
Ryan Hines's insight:

A nice diagram, although I'm not sure if I agree with the concept. Starting from the bottom of the pyramid, each step comprises concrete marketing collateral--regularly-produced content and formats that will be familiar to any marketing professional. At the top is this vague, imposing category of thought leadership, which, to me, is expressed through many of the same formats desccribed (case studies, tools, blogs, even advertising).

more...
marketingIO's curator insight, April 5, 2013 8:37 AM

So the question is: are thought-leadership pieces a part of your content marketing plan? We've seen enough published content to know that, in this particular space (B2B marketing technology), there are less than a handful of thought leaders. Let us know if you want to know who they are: drop us an email.


  • See the article at blogs.forrester.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
Constance S. Ward's curator insight, September 6, 2013 3:45 AM

This article emphasizes the rare nature of true thought leadership...

Ron McIntyre's curator insight, August 8, 2014 5:42 PM

I agree that thought leadership is rare but it needs to be part of the puzzle in today's business.

Scooped by Ryan Hines
Scoop.it!

Thought Leadership is a Synonym for Attention

Thought Leadership is a Synonym for Attention | Cogitation Supremacy | Scoop.it
I’ve been thinking about thought leadership lately.

Many smart people, including venture capitalist Brad Feld and Marketo cofounder Jon Miller, equate conten (Your thoughts on thought leadership? ...
Ryan Hines's insight:

I'm not sure that I agree that thought leaders are people “who had business ideas which merited attention.” Plenty of good ideas merit attention, but successful thought leaders get people to listen. It's 50% inspiration and 50% communication skills.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Convince Your Company You Should Be Positioned As An Industry Expert

Convince Your Company You Should Be Positioned As An Industry Expert | Cogitation Supremacy | Scoop.it

"There’s a misconception that only one person at a company needs to be positioned as a leader to gain traction. In reality, there are a variety of people in every company whose expertise should be shared."

Ryan Hines's insight:

It's hard to deny that companies should develop more than a single thought leader within their organization.

 

At the same time, it's hard to imagine every individual at a firm taking on this type of role. Imagine the cacophony of voices that could potentially erupt in large firms in particular. Brands need to manage their messages, and having multiple spokespeople increases the amount of effort required to get everyone on the same page.  So there's probably a need--in most cases--to identify an A-team to groom and develop, while keeping a list of B-teamers handy for questions of succession.

 

 

Photo: Archie Bunker tries to convince the government that he's not dead.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Breaking Down Thought Leadership Marketing

Peter Winick explains how authors, thought leaders and business gurus can create and implement thought leadership marketing campaigns. For more information o...
Ryan Hines's insight:

Peter does a great job explaining how to construct a campaign. It's nice to see a video on thought leadership--it really stands out from the flood of articles these days.

 

"Thought leadership" marketing also goes by other names--content marketing, educational marketing, consultative selling, etc...

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

B2B Buyers Rely Heavily on Personal Value Considerations

B2B Buyers Rely Heavily on Personal Value Considerations | Cogitation Supremacy | Scoop.it
B2B brands need to consider emotion as well as reason when marketing to buyers, according to [pdf] a new study by Google, the Conference Executive Board (CEB) and Motista.
Ryan Hines's insight:

Emotion plays an important role in B2B marketing. Per this recent study, 71 percent of b2b buyers will buy something if they see personal value in the purchase and nearly 69 percent will pay MORE when that is the case.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

New Research Shows Increasing Reliance on Content Marketing to Drive Brand

New Research Shows Increasing Reliance on Content Marketing to Drive Brand | Cogitation Supremacy | Scoop.it
New Research Shows Increasing Reliance on Content Marketing to Drive Brand ...
Ryan Hines's insight:

The majority of marketers are producing MORE content. The full report is chock full of interesting factoids.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Are Robots Going To Kill Your Next Job Or Create It?

Are Robots Going To Kill Your Next Job Or Create It? | Cogitation Supremacy | Scoop.it
Everyone agrees that some jobs for humans will be lost to robots and some jobs for humans will be made because of our 'bot overlords. But there's a...
Ryan Hines's insight:

Take a leading-edge technology, infer implications for the future and explore both sides of the ensuing debate: a great formula for thought leadership. 

 

Warning. Robots threaten more than just blue collar jobs: artificial intelligence may soon replace (brand) journalists as well.

 

 

more...
IOANNIS APOSTOLOU's curator insight, September 23, 2013 4:46 PM

From Dr Who we have that query!!!

Scooped by Ryan Hines
Scoop.it!

Malcolm Gladwell Is Underrated

Malcolm Gladwell Is Underrated | Cogitation Supremacy | Scoop.it
I know - it’s like proposing The Beatles are underrated. Malcolm Gladwell is the king of non-fiction writing and publish… (Inspiring thought on leadership & comms.
Ryan Hines's insight:

Aspiring thought leaders can learn plenty from this artful storyteller.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

12 Lessons for Focusing Your Content Marketing Strategy on Education

12 Lessons for Focusing Your Content Marketing Strategy on Education | Cogitation Supremacy | Scoop.it
Educating your customers and prospects is a great way to generate the right kind of leads — and, often, to fulfill your organization’s content marketing mission.
Ryan Hines's insight:

Educational content marketing is pretty much a prerequisite for achieving thought leadership.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Is John Deere The Original Content Marketer?

Is John Deere The Original Content Marketer? | Cogitation Supremacy | Scoop.it
Though the approach of using content in marketing initiatives has become more prevalent over the past couple of years, businesses have been employing content marketing strategies since the 1800s.
Ryan Hines's insight:

Early content marketing--particularly magazines--paved the way for the consulting industry to launch 'thought leadership' publications for business leaders.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

The role of Twitter in the life cycle of a scientific publication

The role of Twitter in the life cycle of a scientific publication | Cogitation Supremacy | Scoop.it

"At the start of the 'life cycle' of a scientific publication, Twitter provides a large virtual department of colleagues that can help to rapidly generate, share and refine new ideas. As ideas become manuscripts, Twitter can be used as an informal arena for the pre-review of works in progress. Finally, tweeting published findings can communicate research to a broad audience of other researchers, decision makers, journalists and the general public that can amplify the scientific and social impact of publications. However, there are limitations, largely surrounding issues of intellectual property and ownership, inclusiveness and misrepresentations of science ‘sound bites’."

Ryan Hines's insight:

A scientific look at Twitter’s impact on science, the diverse audiences and the formulation and communication of new ideas. A somewhat lengthy but thorough read.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

Thought Leadership -- The Goal That Isn't

Thought Leadership -- The Goal That Isn't | Cogitation Supremacy | Scoop.it
Three very different articles jumped out at me this week. None of them are about “thought leadership” but still offer invaluable insights on a topic that continues to be broadly misunderstood.
more...
IOANNIS APOSTOLOU's curator insight, September 6, 2013 8:26 AM

"Stay focus" on what you really want to do,

Scooped by Ryan Hines
Scoop.it!

What Happens When Thought Leadership is Done Badly?

What Happens When Thought Leadership is Done Badly? | Cogitation Supremacy | Scoop.it
Becoming a thought leader can bring scores of benefits to individuals, firms and associations. It is, without question, one of the most effective and efficient ways to generate new business from new clients as well as from existing clients.
Ryan Hines's insight:

The authors cite profuse benefits to becoming a thought leader. Those that fail along the way can expect to find themselves in one of three buckets.

more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

How Asset Managers' Thought Leadership Creates Value for Investors

How Asset Managers' Thought Leadership Creates Value for Investors | Cogitation Supremacy | Scoop.it
Not everyone is convinced that an asset managers’ thought leadership content in its various guises--email, video, slides, events and long-form articles--can add value for its audience of investors....
more...
No comment yet.
Scooped by Ryan Hines
Scoop.it!

How Powerful Content Trumps the Myth of the Expert, Rock Star, or Guru

How Powerful Content Trumps the Myth of the Expert, Rock Star, or Guru | Cogitation Supremacy | Scoop.it
Do a search on LinkedIn and you’ll be shocked at how many brilliant people there are out there — or, at least, how many people who think enough of themselves to tell the world just how brilliant they are.
Ryan Hines's insight:

The real point here is that compelling content is required in order to achieve thought leadership status. The simple corollary: if no one cares about what you have to say, you may not be the (recognized) expert that you thought you were.

 

more...