— Content focused on developing and promoting expertise and influence in a specific industry or field. —
The next time a company calls its annual customer survey 'thought leadership,' Faus's taxonomy explains precisely why that label is costing them credibility they can't buy back.
A systematic four-step process is articulated for an effective corporate content strategy. This methodology begins with defining four annual "pillar topics," each assigned to a quarter. Subsequently, one significant piece of content, such as a blog post or webinar, is created monthly within that pil
If you've ever sat through a sales call explaining a problem you already understood, you've lived the failure this argument describes.
If you've ever wondered why someone with half a million LinkedIn followers seems to say nothing worth remembering, Faus's framework explains exactly why — and what's missing.
If your company is deciding who should represent it publicly, this four-part filter could save you from backing the wrong expert — or overlooking the right one.