Every company these days wants to position itself as a so-called thought leader. We are all exhorted to write blog posts and create white papers and conduct industry research in a quest to get ourselves recognized as being experts in our fields relative to our competitors. The problem, of course, is this: How do you get people to pay attention to all of the material you are creating and pushing out into the marketplace? How do you make sure that, in a world drowning in white papers, yours finds the right audience? Continue reading »
