Many clients are asking whether it still makes sense to have a blog in today's busy world. Related questions about how to focus diffuse social media experiments, what the point of their website is, and whether they need to refresh their email newsletters all point to the lack of an up to date organizational content strategy. Most folks I work for are in the business of influencing decision makers, and they have important solutions, analysis, and commentary on the major issues of our times to offer, so the answer is clear: yes you need to do it all well!
But it's smart to ask hard questions about whether our legacy publishing models are having impact today. If you're just publishing to an audience of everyone without a clear message that consistently supports your core expertise, you're probably wasting your time. Worse, if you're not using the mediums that matter today, people with much less expertise than you, or even your opponents, are probably filling in the gaps.
Here are some trends I've noticed on how to execute a modern content (also known as a thought leadership) strategy that will have impact: