Original Content is King

When you share content from other sources, you are sharing other people's thought leadership, not your own. The antidote: write about what you know.

For talent-strapped organizations, content curation has come to mean surfing the Web, finding relevant material and reposting it on your blog or website. There is nothing wrong with seeing what others are saying. But it doesn't say much about you if you just parrot what others write.

Original content is the best — and perhaps only — way to demonstrate your thought leadership. Original content is based on your experiences and reflects your point of view. It is your expression, not a counterfeit.

Borrowing a theme or imitating an approach is as old as, well, Shakespeare, who plucked his plots from ancient texts. But what you do with what you borrow is what counts. No one would say Shakespeare plagiarized Plutarch even though he borrowed some of his words.

Your thought leadership goal should be to project your unique experience or value propos

Content Marketing in Public Affairs

If your aren't adhering to the principles of content marketing, you may not be doing your job as a public affairs professional.Some public affairs professionals pooh-pooh content marketing, even as they devour op-eds, letters to the editor and media coverage of their pet topics.

Content marketing has been embedded in public affairs DNA for a long time, becoming an essential tool to explain complex issues and demonstrate the consequences of action — or inaction.

White papers, proof of concept, legal analysis, third-party testimonials and financial audits are long-time public affairs staples. They have been augmented by SlideShare presentations, infographics and videos to tell your side of a story.

A critical principle of content marketing is producing material that attracts and sustains the interest of your target audience. When they do their jobs effectively, public affairs professionals zero in on what's important to a lawmaker, regulator or neighborhood group. They generate communications that answer the questions their audiences want answered.