And your point about having to do the work to be a thought leader is dead on. That said, not everyone who publishes content has to be breaking ground with substantive thought leadership (in the form of white papers, books, etc.). Recognizing what works for your firm, what you’re capable of doing, and what you’ll actually follow through and do is key. That’s why I like Joe’s advice not to try to do everything — pick a few pieces of content you can commit to and do well. If it’s just a newsletter, then so be it. But, do it well and consistently.

Thanks for stopping by and sharing your insights.

I also work in PSF marketing and think that each one of your observations is right on. Not sure if it has to due with regulatory risk or just a belief that PSF marketing must be boring, wonky, business-speak to be credible, but too few PSFs take risks in their marketing and positioning. Great post! Thanks.