Think Write Grow: How to Become a Thought Leader and Build Your Business by Creating Exceptional Articles, Blogs, Speeches, Books and More

Chapter 11: Your Investment

I know that there is a lot of nonsense spoken in the marketing world, but thought leadership has some very concrete business benefits. Karen Fletcher103

The previous chapter outlined the many benefits that can be gained from producing compelling thought leadership material for the purposes of growing your business. But what is involved in producing these highly effective marketing assets? How much do you need to invest personally or as an organisation?

The costs and rewards associated with thought leadership are hard to pin down. Investing in thought leadership might be best compared to the time and money spent building a brand: difficult to calculate because of the loose connection between the activity and the gains. ...