Are you tired of reading bland and generic thought leadership pieces from professional services firms? We believe that professional services firms are systematically unsuited to producing ‘thought leadership’.


In this session Mat will cover:

• The problems with thought leadership

• How to fix thought leadership — tips for running an Authority-Diffusion-Exposure process

• Selling more spending less — an introduction to content sustainability

• We’ll also cover Google’s “Help-Hub-Hero” content strategy model (and introduce the concept of “Hopeless” content as a necessary 4th category).

In this 3 minute taster Mat Morrison from Digital Whiskey shared why he thinks professional services firms should accept that they actually need to present themselves as authoritative, or experts in a field.