The written word still has an important place in the content marketing mix
When to Develop Written Content
Written content is most effective when you need space to lay out your argument and have assembled in-depth analysis, case examples, and a point of view on a topic.
10 Questions To Ask Before Developing Thought-Leadership Content
1. Who is our intended audience?
2. What urgent problems or challenges do our readers face?
3. What is our differentiated point of view?
4. Why does this topic or issue matter?
5. Why are we publishing this now?
6. What’s the value at stake?
7. How accessible should we be to nonspecialists?
8. What actions should the reader take?
9. What supporting examples and evidence illustrate our thesis?
10. What kind of experience do we want readers to have?
For more tips visit our blog.
Popular Formats
Articles
Reports
Books and E-books
Commentaries and Op-eds
Blogs and Online Posts
Long-Form Social Media Articles
Case Studies
White Papers
Email Newsletters
We Create Thought-Leadership Content That Engages Audiences in Multiple Ways
Data Visualization
Infographic and interactive content that commands attention
Writing and Editing
Articles, reports, books, blog posts, and other written content that elevates your ideas
Multimedia
Experiential content like motion graphics, videos, and quizzes that deepen understanding
Content Strategy
Pipeline development, best practices, competitive analyses, and other means to reach your content marketing goals
Selected Examples Created by Mickey Butts
GHOSTWRITING AND EDITING
Technology and Digital Transformation
- “Bridging the Trust Gap: The Hidden Landmine in Big Data,” BCG Perspectives
- “In Twitter We Trust … Maybe,” BusinessWeek.com
- “Learning From the Cloud,” Forbes.com
- “Information Technology Is a Double-Edged Sword,” Financial Times
- “What Is Your IT Organization Doing to Fuel Workers’ Passion?” Financial Times
- “The Digital Imperative,” BCG Perspectives
- “Making Big Data Work: Retailing” BCG Perspectives
- “Why Technology Matters,” BCG Perspectives
- “Seven Ways to Profit from Big Data as a Business,” BCG Perspectives
Economics and Investing
- Dead Companies Walking: How a Hedge Fund Manager Finds Opportunity in Unexpected Places, Palgrave Macmillan/St. Martin’s Press
- “Beyond Offshoring: Assess Your Company’s Global Potential,” Harvard Business Review
- “Don’t Blame Trade for U.S. Job Losses,” McKinsey Quarterly
- “The Tall Order of Taming Change,” Financial Times
- Strategic Alliances: Three Ways to Make Them Work, Harvard Business Review Press
Marketing and Sales
People and Organization
- The Five Patterns of Extraordinary Careers, Crown Business/Random House
- The Corporate Lattice: Achieving High Performance in the Changing World of Work, Harvard Business Review Press
- “The Five Traits of Highly Adaptive Leadership Teams,” BCG Perspectives
- “The Power of People in Digital Banking Transformation,” BCG Perspectives
Education and Social Impact
- Forces for Good: The Six Practices of High-Impact Nonprofits,” Jossey-Bass/Wiley
- “How Education Technology Can Help Foster Social and Emotional Skills,” The World Economic Forum/BCG
- “Building Capacity for Sustained Collaboration,” Stanford Social Innovation Review
- “Five Trends to Watch in Higher Education,” BCG Perspectives
- “How Businesses Can Increase Food Access for the Poor,” Stanford Social Innovation Review
- “Four Pillars of Growth for Youth-Serving Nonprofits,” Bridgespan Group
Healthcare
- “Innovating for More Affordable Health Care,” Stanford Social Innovation Review
- “Healthcare’s Retail Solution,” Strategy+Business
- “Mapping the Coronavirus Crisis: How Maps Can Inform or Mislead,” Berkeley Haas News
- “Open-Source Smartphone Database Offers a New Tool for Tracking Coronavirus Exposure,” Berkeley Haas News
- “Getting to Affordability: Spending Trends and Waste in California’s Health Care System,” California Health Care Foundation and RAND
- “How California Can Finally Close In on Meaningful Health Price Transparency,” California Health Care Foundation
- “Almanac Shows Slower National Health Spending Growth, But Major Challenges Persist,” California Health Care Foundation
How to Find (and Keep) an Experienced Ghostwriter
