INSPIRATION✨ My take on the intersection of marketing + life
Hi 👋
I was finalizing edits to a trade magazine article with Joe when he announced he was leaving his firm.
This sent the firm's marketing team into a tizzy.
Would we submit the piece in Joe’s name, or give the byline to someone else? The article was based on a specific project Joe had championed for the firm, including his best practices and lessons learned from the work. But the firm had spent money to secure the byline in an industry they
wanted to break into, and the article was a linchpin in their expansion plan.
Joe was already walking away from the firm as its single source of institutional knowledge in that industry. If they didn’t get recognition for the project or the public thought leadership around it, that would be an even bigger blow.
Ultimately, the firm gave the byline to their CEO after they parted ways with Joe.
This exercise served as a great lesson for all — including Joe — who found out the hard way that timing is everything.
The byline question surfaces all the time with in-house marketing teams:
Do you give your SME a byline on the company blog?
Do you keep your content author-free?
What if the thought leadership belongs squarely to your principle, an industry veteran and the only one with such expertise on staff?
There’s no right answer.
Here are a few ideas to guide your thinking as you search for your north star 💫 on this topic:
How has your team resolved this question? Let us know when you
reply to this email.
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