Thought Leadership synonyms needed
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Content Strategy
Sep 11, 2011, 10:36:28 PM9/11/11
to Content Strategy
The term "thought leadership" is used throughout my firm. We create
white papers and the sort and hope that our clients will think of us
as thought leaders. My company creates a LOT of these white papers so
now I'm being asked to put their white papers and the sort in a
certain area of our site, sort of like an archive. Here's my issue: I
refuse to put that heading "Thought Leadership" on our website. It's
jargon, after all.
Of course, we want everyone who comes to our site to think our firm is
smart and can offer insights. So I'd like to have an area called
"Insights." My problem is everyone in my industry (other than us)
seems to use that term, so my firm is rejecting that outright. Does
anyone have another single-word heading/term that conveys, "Read me
for in-depth info."
We had some 2-word phrases that mean something like this, but they
hardly fit in the nav:
Expert Commentary
Insights & Outlook
In dire need of suggestions! Thanks, all.
white papers and the sort and hope that our clients will think of us
as thought leaders. My company creates a LOT of these white papers so
now I'm being asked to put their white papers and the sort in a
certain area of our site, sort of like an archive. Here's my issue: I
refuse to put that heading "Thought Leadership" on our website. It's
jargon, after all.
Of course, we want everyone who comes to our site to think our firm is
smart and can offer insights. So I'd like to have an area called
"Insights." My problem is everyone in my industry (other than us)
seems to use that term, so my firm is rejecting that outright. Does
anyone have another single-word heading/term that conveys, "Read me
for in-depth info."
We had some 2-word phrases that mean something like this, but they
hardly fit in the nav:
Expert Commentary
Insights & Outlook
In dire need of suggestions! Thanks, all.
Benjamin Thompson
Sep 12, 2011, 12:46:29 AM9/12/11
to content...@googlegroups.com
Thank you for fighting the good fight against bureaucratic / MBA boilerplate!
You probably can't go wrong with insights (it's what deloitte.com uses).
But… your ultimate label depends on your brand and it's tone. From a position of complete ignorance about how your firm wants the site (and their expertise) to feel, you could try:
Intel
What we think
Analysis
Our thinking
Critical thinking
Critical analysis
Our Expertise
Expert thinking
Free insights
Free expertise
And then, of course, you could say the clearest possible thing:
White Papers
or
Case Studies.
If you're worried that isn't salesy or leading enough, use a dynamic content module on your home page to bring interesting, compelling topics that live under "thought leadership" to the surface. Because, lets face it, no one will dig into your thought leadership or your insights or your free expertise unless you offer them a clear, compelling reason to do so.
Be sure to look at IBM.com They use a similar surfacing strategy to present their insights and case studies in the primary content well of their home page. An interesting note is the plain language they use in the uber-footer to describe what are essentially white papers and case studies.:
Key topics
Best of luck on the site!
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Seth Grimes
Sep 12, 2011, 6:53:56 AM9/12/11
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If your focus is existing clients -- Every firm is already a thought
leader, to some significant extent, to its clients -- and others who
already know your firm, be different but recognizable. (If your focus is
hoped-for clientele who don't already know your firm, you maybe can't get
away with this.)
leader, to some significant extent, to its clients -- and others who
already know your firm, be different but recognizable. (If your focus is
hoped-for clientele who don't already know your firm, you maybe can't get
away with this.)
Given a focus on those who know your firm already, you could label your
materials (white papers, case studies, etc.) with goal-oriented branding
along the lines of the Smarter Planet label used by IBM, in Ben's example.
Perhaps something like Smarter Money (which picks up on "the smart
money...") given your industry (although of course that particular term is
already used by some.)
(I use something along these lines occasionally myself, Breakthough
Analysis. I'm an industry analyst and writer. An editor came up that
label for my columns & blog a number of years ago and it works for my
audience.)
If you choose something non-obvious, you'd need to find a way to inform
visitors that your chosen label applies to thought leadership materials.
But then again, obvious isn't always. My perception is that many people
don't know what's meant by white paper.
Seth
On Sun, 11 Sep 2011, Benjamin Thompson wrote:
> Thank you for fighting the good fight against bureaucratic / MBA boilerplate!
>
> You probably can't go wrong with insights (it's what deloitte.com uses).
>
> But? your ultimate label depends on your brand and it's tone. From a position
--
Seth Grimes gri...@altaplana.com +1 301-270-0795 @sethgrimes
Alta Plana Corp, analytics strategy consulting, http://altaplana.com
InformationWeek, contributing editor http://sethgrimes.com
* http://SentimentAnalysisSymposium.com November 9, San Francisco *
Seth Grimes
Sep 12, 2011, 7:03:08 AM9/12/11
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To add to what I just posted --
I like terminology in this domain that says "This is information you need
and can use" to potential readers. Terminology that uses "our" or "we"
says "It's about us," which is fine only if expertise is your product.
Terminology that includes the topic area (Market Insights) or even, also,
a hint at benefits promised to readers (Smarter Markets) says "It's about
informing and helping you."
Seth
Matt Moore
Sep 12, 2011, 7:13:16 AM9/12/11
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I have often suggested replacing the term "thought leader" with the
term "idea tugger" but to no avail (I mean, what can be wrong with
that phrase).
term "idea tugger" but to no avail (I mean, what can be wrong with
that phrase).
"My problem is everyone in my industry (other than us) seems to use
that term, so my firm is rejecting that outright."
The most common terms seem to be "Insights", "Publications",
'Research". IBM's actual heading for its idea tugging is "Executive
Exchange - Insights for Smarter Leadership" (so they too use the "i"
word). Now all these descriptions are pretty dull BUT they are all
readily understandable by most visitors.
Who is the actual audience for this material? C-level execs in
general? Folks from a particular industry or profession? Could you use
a term that is more specific to their situation?
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Bill Swallow
Sep 12, 2011, 9:04:32 AM9/12/11
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What do your readers associate that info with? If "Insights" is
familiar, why stray? Shouldn't an insightful company use what
resonates with their audience? If not that, I'd go with something
obvious like "White Papers" or "Publications" so people have an idea
of where to look for what they're seeking. New and snappy jargon is
great, but not when you're leading people to what they're looking for
or what you want them to find. Make it familiar. It'll score points
all around.
familiar, why stray? Shouldn't an insightful company use what
resonates with their audience? If not that, I'd go with something
obvious like "White Papers" or "Publications" so people have an idea
of where to look for what they're seeking. New and snappy jargon is
great, but not when you're leading people to what they're looking for
or what you want them to find. Make it familiar. It'll score points
all around.
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Seamus Walsh
Sep 12, 2011, 10:31:35 AM9/12/11
to Content Strategy
Here is my take on "thought leadership." Thought leadership takes
"research" to create, and "analysis" to interpret. The writer has to
deliver, and reader receive "actionable" advice that can be put to use
based on their unique circumstance. Without research, analysis,
interpretation and actionable advice, you do not create, deliver or
receive "thought leadership.
"research" to create, and "analysis" to interpret. The writer has to
deliver, and reader receive "actionable" advice that can be put to use
based on their unique circumstance. Without research, analysis,
interpretation and actionable advice, you do not create, deliver or
receive "thought leadership.
Jill Stuart
Sep 12, 2011, 10:34:41 AM9/12/11
to content...@googlegroups.com
I think I'm in the middle of the pack on this one. Jargon is awful, yes. Branding this content I think is a good idea, but the name you give to the content has to clearly convey what it is without being cliche. Coincidentally, I'm now working on a project where this genre of content is in a publication with "Insight" in the title, but to tell you the truth, I think that's become cliche, which is not what you're trying to do with branding.
Andrew Gent
Sep 12, 2011, 11:05:23 AM9/12/11
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I don't mean to be dismissive, but isn't this a rather artificial distinction we are making? Which is why we are having so much trouble finding an appropriate term.
>>What do your readers associate that info with?
The point is that readers *don't* associate this info with a common term because they are interested in the *content*, not the classification. Thought Leadership on what? Why would I want to see a miscellaneous group of whitepapers? I probably want to find information about a specific
topic.
This is a classic example of management enforcing a structure that has no relationship to how users/customers are looking for information. I feel free to say this because I have been in this exact situation (and am still and probably will be in the future) in my various jobs. And as several others have mentioned, most industry sites have similar "buckets".
Quite frankly, this discussion ins not unlike the recent discussion of FAQs -- no one likes them, but they are necessary. The only difference I see is that users have been trained to expect, look for, and use FAQs. I have never encountered a user who happily perused a list of "white
papers".
It is unclear that there is a good way out of this except to pick a term, plunk it down on the web site somewhere, and move on the making sure the actual content is readily accessible by *topic* where appropriate.
--Andrew
Margaret Black
Sep 12, 2011, 11:26:01 AM9/12/11
to content...@googlegroups.com
Hear! Hear!
So easy to get into the "how" focus and forget to step back and assess the "why."
So easy to get into the "how" focus and forget to step back and assess the "why."
When we train others in content writing and presentation, we reinforce the "visitor centric" perspective in everything but how easily we still drift from it. I was thinking of terms/synonyms myself rather than topics, and that's not what should come first.
Not that a central index of all the white papers isn't helpful, bc people may not be certain where to find one they already know about; but, for those who don't know about the white papers at all, offering them individually on relevant pages greatly increases the likelihood of having them downloaded.
When we do have indices of "resources" (which are like FAQs in many ways) or papers, I insist on a blurb for each one so the visitor will know what they are about. This is requirement is coolly received but increases downloads exponentially.
Margaret
Not that a central index of all the white papers isn't helpful, bc people may not be certain where to find one they already know about; but, for those who don't know about the white papers at all, offering them individually on relevant pages greatly increases the likelihood of having them downloaded.
When we do have indices of "resources" (which are like FAQs in many ways) or papers, I insist on a blurb for each one so the visitor will know what they are about. This is requirement is coolly received but increases downloads exponentially.
Margaret
--
Bill Swallow
Sep 12, 2011, 1:50:30 PM9/12/11
to content...@googlegroups.com
"Thought leader" is a result, not a classification for the info being
shared. That designation needs to be set aside while figuring out how
to lead readers to your content.
shared. That designation needs to be set aside while figuring out how
to lead readers to your content.
On Mon, Sep 12, 2011 at 11:05 AM, Andrew Gent <ajg...@yahoo.com> wrote:
jsm...@event360.com
Sep 12, 2011, 1:45:36 PM9/12/11
to content...@googlegroups.com
IMHO, the IT Services Marketing Association (ITSMA) is researching and publishing some of the best content on thought leadership—or what they alternatively refer to as “idea marketing.” Although most of it is available to members only, this piece is open access: http://www.itsma.com/ezine/long-live-idea-marketing/
Additional reports here: http://www.itsma.com/category/research/content-communications-advertising/thought-leadership/
Jono Smith | VP, Sales & Marketing | Event 360 | Washington, DC
Direct: 773.247.5360 x130 | Mobile: 202.236.1079 | eFax: 888.371.3339
www.event360.com | jsm...@event360.com
--
salf...@gmail.com
Sep 12, 2011, 3:39:29 PM9/12/11
to Jill Stuart, content...@googlegroups.com
Knowledge center works well
Sent from my HTC on the Now Network from Sprint!
Sent from my HTC on the Now Network from Sprint!
----- Reply message -----
From: "Jill Stuart" <jil...@gmail.com>
Date: Mon, Sep 12, 2011 7:34 am
Subject: Thought Leadership synonyms needed
From: "Jill Stuart" <jil...@gmail.com>
Date: Mon, Sep 12, 2011 7:34 am
Subject: Thought Leadership synonyms needed
I think I'm in the middle of the pack on this one. Jargon is awful, yes. Branding this content I think is a good idea, but the name you give to the content has to clearly convey what it is without being cliche. Coincidentally, I'm now working on a project where this genre of content is in a publication with "Insight" in the title, but to tell you the truth, I think that's become cliche, which is not what you're trying to do with branding.
On Mon, Sep 12, 2011 at 9:04 AM, Bill Swallow <techco...@gmail.com> wrote:
What do your readers associate that info with? If "Insights" is
familiar, why stray? Shouldn't an insightful company use what
resonates with their audience? If not that, I'd go with something
obvious like "White Papers" or "Publications" so people have an idea
of where to look for what they're seeking. New and snappy jargon is
great, but not when you're leading people to what they're looking for
or what you want them to find. Make it familiar. It'll score points
all around.
> The term "thought leadership" is used throughout my firm. We create
> white papers and the sort and hope that our clients will think of us
> as thought leaders. My company creates a LOT of these white papers so
> now I'm being asked to put their white papers and the sort in a
> certain area of our site, sort of like an archive. Here's my issue: I
> refuse to put that heading "Thought Leadership" on our website. It's
> jargon, after all.
>
> Of course, we want everyone who comes to our site to think our firm is
> smart and can offer insights. So I'd like to have an area called
> "Insights." My problem is everyone in my industry (other than us)
> seems to use that term, so my firm is rejecting that outright. Does
> anyone have another single-word heading/term that conveys, "Read me
> for in-depth info."
>
> We had some 2-word phrases that mean something like this, but they
> hardly fit in the nav:
> Expert Commentary
> Insights & Outlook
>
> In dire need of suggestions! Thanks, all.
>
> --
> You received this message because you are subscribed to the Google Groups "Content Strategy" group.
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>
>
--
Bill Swallow
Twitter: @techcommdood
Blog: http://techcommdood.com
LinkedIn: http://www.linkedin.com/in/techcommdood
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Kevin Rapley
Sep 12, 2011, 4:23:11 PM9/12/11
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On 12/09/2011 03:36, Content Strategy wrote:
We had some 2-word phrases that mean something like this, but they hardly fit in the nav: Expert Commentary Insights & Outlook
It unnerves me to read this. Labeling should explain what something
is in the best way, not restricted by whether it will fit in the nav
or not. The nav should be flexible enough to incorporate what is
required, wrapping text where necessary. If you already have a good
label in ‘Expert Commentary’ or otherwise, talk with your IA and web
team about allowing the nav to allow this.
--
Kevin Rapley
jen rotman
Sep 12, 2011, 10:18:03 PM9/12/11
to content...@googlegroups.com
_______ Articles (is there something descriptive that can fill in the blank? ie, business, short, recent, etc.)
Our Research
Our Publications
Know-How
Learn From Us
Special Reports
Professional Papers
Tutorials
White Papers
_________ White Papers
I have to say I really lean toward a heading with "white papers" myself, simply b/c the term draws a good bit of traffic.
--
Jennifer Rotman
Web Copywriter
http://jrotman.wordpress.com
http://www.google.com/profiles/rotman.jennifer
http://www.linkedin.com/in/jenniferrotman
Our Research
Our Publications
Know-How
Learn From Us
Special Reports
Professional Papers
Tutorials
White Papers
_________ White Papers
I have to say I really lean toward a heading with "white papers" myself, simply b/c the term draws a good bit of traffic.
--
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http://www.linkedin.com/in/jenniferrotman
Emily Johnson
Sep 13, 2011, 9:29:16 AM9/13/11
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Hi Group,
I'm new here---thanks for having me. I'm at a start-up (turned medium-sized company) that does online advertising technology. I run our knowledge base wiki, which has a login for most content. Recently I opened up a section to the public that is intended to teach newcomers about the industry for the reasons mentioned in this thread---you can market yourself through education, knowledge sharing makes a stronger ecosystem, etc.
I struggled with what to call it, and finally settled on "Industry Reference." Boring, but accurate.https://wiki.appnexus.com/display/industry/Home
-Emily Johnson
I'm new here---thanks for having me. I'm at a start-up (turned medium-sized company) that does online advertising technology. I run our knowledge base wiki, which has a login for most content. Recently I opened up a section to the public that is intended to teach newcomers about the industry for the reasons mentioned in this thread---you can market yourself through education, knowledge sharing makes a stronger ecosystem, etc.
I struggled with what to call it, and finally settled on "Industry Reference." Boring, but accurate.https://wiki.appnexus.com/display/industry/Home
-Emily Johnson
Mary Slepicka
Sep 13, 2011, 1:38:50 PM9/13/11
to content...@googlegroups.com
Hi, everyone. I agree that "Thought Leadership" is overused. I've seen websites that use "Knowledge Center" and that seems to be getting the point across.
Carolyn Wood
Sep 13, 2011, 4:18:10 PM9/13/11
to content...@googlegroups.com
I agree with Andrew Gant's point.
Do you know that people are coming to the site looking for white
papers or writing by "thought leaders"? I have my doubts. If you don't
have proof that they are, then the thing to be calling attention to in
the navigation and throughout the site is the availability of info on
a TOPIC. Then, if someone there in management feels the needs to lump
them all in one place, then in addition to putting the information
individually into topic-related lociations, a list can simply be put
at the bottom of the knowledge base or FAQs (not always a fan) or
somewhere else that users would think to look. Or have a featured one
and rotate them, at the bottom of the home page. Link to them from the
About page, as well. Expert Reports, depending on what kind of company
this is, might suffice. But what the user is coming to the site to
find and their ease in finding it because of correct labeling, etc.
are the first questions...as you probably already know. :)
Do you know that people are coming to the site looking for white
papers or writing by "thought leaders"? I have my doubts. If you don't
have proof that they are, then the thing to be calling attention to in
the navigation and throughout the site is the availability of info on
a TOPIC. Then, if someone there in management feels the needs to lump
them all in one place, then in addition to putting the information
individually into topic-related lociations, a list can simply be put
at the bottom of the knowledge base or FAQs (not always a fan) or
somewhere else that users would think to look. Or have a featured one
and rotate them, at the bottom of the home page. Link to them from the
About page, as well. Expert Reports, depending on what kind of company
this is, might suffice. But what the user is coming to the site to
find and their ease in finding it because of correct labeling, etc.
are the first questions...as you probably already know. :)
Helen Kopp
Sep 13, 2011, 5:42:10 PM9/13/11
to Content Strategy
To the starter of this topic: I just have to say, you made my day with
the title of your post, "Thought Leadership synonyms needed." I have
not stopped laughing, this should be a headline in The Onion or
something. But it's oh so true, 'thought leadership' has become one
of the cliches of business jargon. I have no suggestions rather than
letting the content be awesome and being honest about what it is.
Good luck! :-)
the title of your post, "Thought Leadership synonyms needed." I have
not stopped laughing, this should be a headline in The Onion or
something. But it's oh so true, 'thought leadership' has become one
of the cliches of business jargon. I have no suggestions rather than
letting the content be awesome and being honest about what it is.
Good luck! :-)
Richard Wilson
Sep 13, 2011, 6:29:14 PM9/13/11
to content...@googlegroups.com
I love the word "perspective". After all your organizations "thoughts" are just your story, albeit creative, insightful, knowledgeable, etc. I was just wondering is there a hierarchy of insightfulness. You start off as specialist, mature to authority and then expert, graduate to thought leader, and ultimately become guru. Maybe if your folks are really "cutting edge" thinkers and you call it the white paper collection "The Temple of Thinking". Apologies - I get carried away. I think "perspectives" is smart and respectful sounding for any professional organization.
--
Rick Wilson
Rick.
On Sun, Sep 11, 2011 at 10:36 PM, Content Strategy <egr...@gmail.com> wrote:
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Rick Wilson
Intelligent Learning Content Architect
Cliff Tyllick
Sep 13, 2011, 9:51:30 PM9/13/11
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And perhaps better than the option I've been trying hard not to suggest:
Mind Control
:D
Cliff
From: Richard Wilson <intelc...@gmail.com>
To: content...@googlegroups.com
Sent: Tuesday, September 13, 2011 5:29 PM
Subject: Re: Thought Leadership synonyms needed
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