Executive Content
Most sales and marketing content is simply not engaging for most executives.
Whether an event agenda, white paper, or sales presentation, content is often too long, too technical, or not relevantto the issues on an executive's mind.
Truman Company specializes in creating executive content through a process of co-creation with executives, assuring relevance and credibility.
Executive Events
Content for Executive Events needs to emphasize peer exchange over talking heads. Our approach is to co-create agendas with participants through extensive pre-event interviews. At the events, we emphasize having peers on stage and in breakout groups sharing practical stories and lessons learned. We also capture stories on video before and after the events to extend the reach and value to others.
In his opening remarks at the CIO Leadership Forum, IBM Chairman and CEO, Sam Palmisano commented on the distinctiveness of our approach:
"This conference is unlike any CIO conference we've ever hosted. It's not about IBM and our products and services and how we can be better partners to you. ... The agenda is all about you and your profession."
Online Communities
Online communities for professionals and executives have a content problem. While consumer communities can count on user-generated content, business communities cannot. The size of the target population is often smaller and the audience much busier. In addition, individuals seem less likely to post online when they are representing a company rather than just themselves.
Truman Company creates content to seed online communities. We identify issues and create content worthy of discussion. We also create "user facilitated content" by interviewing members and posting blog posts or discussion entries on their behalf.
Truman Company has played a pivotal role in the content strategy and content development for Manpower's online professional community.
Thought Leadership
Executives are interested in not just what a company sells, but what their people know, who they know, and what they value. Good thought leadership communicates this clearly and succinctly, and sets the stage for product marketing and opens the door for sales.
Truman Company's approach to thought leadership is to work with customers to identify the issues of interest, to design the research, and to capture the data that informs the findings. This avoids the common problem of thought leadership that is focused too much on teh company's agenda and not enough on the customer.
The most recent example of our thought leadership content is the 2008 CIO Leadership Center Study entitled "The CIO Profession: Leaders of Change, Drivers of Innovation": Press Release or Study.