When you are curating thought leadership content, you can use it pretty much immediately. So if you see a wealth client who could benefit from certain insights or a center of influence who needs to come up to speed concerning a particular financial solution, you can respond at that moment.
Creating thought leadership content, on the other hand, can be laborious and time consuming. If you and your team, including the experts you have engaged to assist in creating and packaging the intellectual capital, are going full blast, at best, you are looking at months before your content is available for use. If you are considering conducting primary research as part of the project, you should not expect to have anything to use for six months, and more likely a year.
Russ Alan Prince, president of R.A. Prince & Associates, is a consultant to family offices, the ultra-wealthy and select professionals.