Cogitation Supremacy
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Cogitation Supremacy
It's about thought leadership. A resource for thinkers, writers and marketers
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New Study Reveals: Content is King… Not Social Media | Jeffbullas's Blog

New Study Reveals: Content is King… Not Social Media | Jeffbullas's Blog | Cogitation Supremacy | Scoop.it
A conversation I constantly have with my clients is how important unique great content is to  helping them "Getting Found Online" so when the study by "Online Publishers Association" came across my screen recently, it was good to find more hard numbers...
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The First Step in Devising a Thought Leadership Strategy: Sell It to Your CEO | The Bloom Group

The First Step in Devising a Thought Leadership Strategy: Sell It to Your CEO | The Bloom Group | Cogitation Supremacy | Scoop.it
Many firms are spending big $$ on thought leadership, but with no strategy. Here's the 1st step. My new blog post.

 

Great post from Bob Buday on getting buy-in for a thought leadership program.

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The 3 key challenges of leveraging your thought leadership internally

The 3 key challenges of leveraging your thought leadership internally | Cogitation Supremacy | Scoop.it
While your own people are your best thought leadership ambassadors, there are three challenges a company faces when driving the best possible outcomes for its thought leadership internally:

 

A good reminder that there are internal barriers to overcome before thought leadership reaches its intended external audience.


Via Richard Andrews
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Above and Beyond: A Killer Example of B2B Content Marketing at Work

Above and Beyond: A Killer Example of B2B Content Marketing at Work | Cogitation Supremacy | Scoop.it
Take a look at Eloqua's stellar content marketing program — and a few key learnings that can help you produce equally winning results.

 

Great post from Amanda Maksymiw on a company that's profiting from it's thought leadership because it's aligned with the business strategy and useful for the audience.

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How Thought Leadership Builds Brand Ambassadors | Sparksheet

How Thought Leadership Builds Brand Ambassadors | Sparksheet | Cogitation Supremacy | Scoop.it
In a competitive world, investing in thought leadership isn’t only about getting your brand attention from the outside. It also helps attract, retain and empower your own talent, explains communications consultant Craig Badings.

 

 

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10 Biggest Thought Leadership Blunders | The Bloom Group

10 Biggest Thought Leadership Blunders | The Bloom Group | Cogitation Supremacy | Scoop.it

The flipside of a "10 tips" post. Instinctively this negativity evokes fear (who wants to make mistakes with their thought leadership?). It opens the door for a follow-up on building a thought leadership platform that avoids the top 10 blunders (hint: it's an effective content marketing organization).

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Do Thought Leaders Live in Smart Cities? The Top 10 Smartest European Cities

Do Thought Leaders Live in Smart Cities? The Top 10 Smartest European Cities | Cogitation Supremacy | Scoop.it

"Which city in Europe is working the hardest to be the most advanced urban landscape?"

 

Boyd Cohen has analyzed and ranked cities using a "smart cities wheel" metric. What's great here is that the wheel prsents the  methodology in detail for those who are interested without the long-winded explanation and gritty details.

 

This trick, folded into a Top 10 list, leaves plenty of room for the red meat of explaining the rank of each city.  Also, great to see bike-friendly cities top the list.

 

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Excel at Thought Leadership via Creative Problem Solving for Your Key Accounts | Simply Direct

Excel at Thought Leadership via Creative Problem Solving for Your Key Accounts | Simply Direct | Cogitation Supremacy | Scoop.it
While product differentiation is hard in today’s online world, thought leadership can increase buyer awareness. But how to you create thought leadership ideas?

 

Identify a group of key clients or prospects and get to know their situation, objectives and concerns.

 

Align content with the buying process and produce "provocative, insightful thinking" that addresses clients' needs.

 

Thought leadership successfully communicates creative problem solving.

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A Sell-By Date for Thoughts: Your Knowledge is Decaying

A Sell-By Date for Thoughts: Your Knowledge is Decaying | Cogitation Supremacy | Scoop.it

Everything has an expiration date. Various disciplines have measurable turnover rates in terms of how long it takes on average for broadly accepted wisdom to be challenged, revised and replenished. 

 

Introduction to a fun term: scientometrics, or the science of measuring science.

 

Practical implication: thought leadership keeps things fresh by stirring the pot. 

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How to Build a Lean but Effective Content Marketing Team

How to Build a Lean but Effective Content Marketing Team | Cogitation Supremacy | Scoop.it

Eric Enge puts together a very good plan for creating an effective content marketing team.

 

"To sum it up … A serious content marketing effort takes a lot of … well, effort. You are not going to build a large, engaged audience without bring a lot of expertise and personality to the table. You need both."


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The Secret to Successful B2B Marketing in 36 Words - Dawn Westerberg Consulting

The Secret to Successful B2B Marketing in 36 Words - Dawn Westerberg Consulting | Cogitation Supremacy | Scoop.it

 

 

 

Pithy.

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White Paper Distribution - Too Often an Afterthought

White Paper Distribution - Too Often an Afterthought | Cogitation Supremacy | Scoop.it

Thought leadership, or content marketing, requires more than shiny new ideas and slick packaging.

 

To be successful, you need a good ground game. Grab your classic marketing toolbox to get the message out to clients, prospects, press, key influencers, politicians, consultants, etc.

 

Pick the communcation tools that you know best (and mix in some new ones for added effect), including sales teams, email, newsletter, blog, forums and events, interviews, PR, video, social media and more.

 

A solid white paper fueled by a good ground game (distribution) should elicit a response--the start of a conversation.

 

 

Photo credit: kayugee via Flickr

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Thought leadership requires a creative content marketing strategy

Thought leadership requires a creative content marketing strategy | Cogitation Supremacy | Scoop.it

Michelin star chefs don't serve food on paper plates. Good content and good design stand out from the crowd.

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How To Become A Thought Leader In Your Industry

How To Become A Thought Leader In Your Industry | Cogitation Supremacy | Scoop.it
A sales guru gives his best advice for becoming known as an expert in your field.

 

Vivian Giang quizzes Dan Waldschmidt for tips on how to establish yourself as a thought leader.

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Thought Leadership/Content Marketing: Nothing to Fear But Fear Itself | Business 2 Community

Thought Leadership/Content Marketing: Nothing to Fear But Fear Itself | Business 2 Community | Cogitation Supremacy | Scoop.it
I speak to a lot of people who tell me they believe Thought Leadership or Content Marketing would benefit their business significantly.

 

John Hayes challenges four tired excuses.

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5 Top Features of Thought Leadership Marketing Websites

5 Top Features of Thought Leadership Marketing Websites | Cogitation Supremacy | Scoop.it
The first question that you need to ask yourself is: ?Is a thought leadership website any different than any other type of website??

 

Dana VanDen Heuvel asks an interesting question that deserves an answer. In a quick comparison of these 'thought leadership' websites versus one that sells "stuff" (Amazon), there is a clear difference.

 

In fact, the key difference is that thought leadership sites feature content rather than product. So yes, there is a difference--although no, it's not particularly surprising. Videos, social sharing and blogs get more attention when the message is the product.

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Don't Be A Power Hog: How Sharing Information, Time, And Authority Makes You A Better Leader

Don't Be A Power Hog: How Sharing Information, Time, And Authority Makes You A Better Leader | Cogitation Supremacy | Scoop.it

"Being generous can mean sharing your feedback, your knowledge, and your credit with people--but most importantly, it can mean the difference between a good leader and a great one."

 

Erika Anderson shares her view on how to be a generous leader. It's no suprise that being helpful and open towards others is a powerful way to gain credibility and form effective relationships. While this relates primarily to internal management of a company (or other organization), there are clear lessons to be drawn from it that companies can apply to communications with the external world:

 

1. Be helpful - offer something of value that allows others (i.e. your audience) to succeed;

2. Be honest - build credibility by being accurate and willing to confront the good and the bad;

3. Be proactive - your audience will need time to absorb and act upon your message.

 

Show your organization's generosity by keeping these 3 elements in mind when creating thought leadership content.

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So, LinkedIn Says You’re Not a Thought Leader? | InkHouse

So, LinkedIn Says You’re Not a Thought Leader? | InkHouse | Cogitation Supremacy | Scoop.it
With hundreds of definitions swarming around the phrase “thought leader” it can be hard to define for some.

 

For those of us that didn't make the cut as LinkedIn-appointed 'influencers,' Caroline Farhat provides three useful ways to take advantage of the newthought leader feature.

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Creepy Robots, Angry Audiences: Ads Disguised as Content Mislead, Annoy - eMarketer

Creepy Robots, Angry Audiences: Ads Disguised as Content Mislead, Annoy - eMarketer | Cogitation Supremacy | Scoop.it

Why is "almost" so aggravating?

 

These stats from eMarketer show that web surfers find advertising parading as content misleading. Sponsored video ads that falsely appear to be content (read user-generated or genuine) top the deception list.

 

This may suggest that the more advertising fodder mimics "real" content; the more negative the audience reaction. In the field of robotics there's a similar phenomenon: the uncanny valley.

 

Uncanny valley explained

A human observer feels more empathy for robots as they become more life-like up to a certain point. Stuffed animals are cuter than industrial robots. As the robot's appearance approaches the most human-like, empathy quickly gives way to strong revulsion. People are creeped out by robots that look "almost human."

 

Some draw upon human evolution to explain the uncanny valley. With advertising, it may not be as complex. When someone expects interesting content and gets an advert instead, they likely feel harassed and deceived.

 

Photo credit: Tom Woodward via Flickr

 

 

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How Jell-O Got Influential by Being Helpful – Environics Communications

How Jell-O Got Influential by Being Helpful – Environics Communications | Cogitation Supremacy | Scoop.it

"Much of what marketers try to pass off as content is thinly-veiled advertising copy; it’s as if they begin with the best of intentions, and then just can’t help sliding into a sales pitch. (Try reading a “white paper” by some software companies and see how long it takes before the product name miraculously appears)."

 

Great examples--John Deere in the 1890s, Jell-O in the 1900's and L’Oreal today--where companies with helpful content do well in sales. Josh Cobden recaps highlights from a speech by Joe Pulizzi, CMI founder.

 

 

Photo credit: Kim Love via Flickr

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The Case for Pure Evergreen Content

The Case for Pure Evergreen Content | Cogitation Supremacy | Scoop.it

It takes significant time and effort to create good content. Get the most out of it by stocking your shelf with a solid line-up of evergreen content--topics that are of recurring interest to your audience. 

 

Refresh the evergreen pieces as needed--yearly perhaps. Find ways to recycle bits and pieces in other formats (see earlier scoop on content recycling).

 

I know of one leading asset management firm that has re-published their key evergreen story every single year for the past quarter of a century.

 

Ensuring consistency of message with prospects and clients is a sure-fire way to anchor an issue as the basis of a thought leadership program.

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Thought leadership is more than having a point of view - Beth Monaghan, InkHouse

Thought leadership is more than having a point of view - Beth Monaghan, InkHouse | Cogitation Supremacy | Scoop.it

"Done properly, thought leadership stimulates demand for companies' products and services by teaching the industry about what is needed and what the future will require."

 

Define a stance, establish credibility and align with your group's raison d'être.

 

Easy as one, two, three.

 

 

Photo credit: mikecpeck via Flickr

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5 Ways to Create More Content Without Creating More Work — @TMGmedia

5 Ways to Create More Content Without Creating More Work — @TMGmedia | Cogitation Supremacy | Scoop.it
What’s the secret to creating more content, without creating more work? Get 5 tips for how to make your existing content go the extra mile.

 

Recycling helps save the planet, right? Good content and good ideas should be used more than once. Nice recap of an eco-friendly content plan.

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5 World-Changing Ways To Avoid BS And Be More Believable - Rohit Bhargava

5 World-Changing Ways To Avoid BS And Be More Believable - Rohit Bhargava | Cogitation Supremacy | Scoop.it

It's fair to say that between the barrage of advertising and the fact that the U.S. election is rapidly approaching, there's plenty of BS to go around.

 

This was my first introduction to Rohit's 'modern believability crisis.' I've already evoked terms like trust and credibility here before.

 

While I genuinely find them useful, I wonder if they constitute new secrets for brand building.

 

Note to self: identify a company that in no way has the trust of its clients.

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Lead Nurturing: 5 tips for creating relevant content

Lead Nurturing: 5 tips for creating relevant content | Cogitation Supremacy | Scoop.it

"Creating content that offers helpful ideas and solutions to prospects is a growing challenge for marketers, as consumers grow increasingly unresponsive to paid advertising."

 

Five great tips for anyone starting a content program. My favorite tip is #5 -- dedicate one person to content strategy -- but I may be biased because it pays my bills!

 

 

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