In the past I’ve worked with many clients who have found the briefing process a bit daunting because they don’t know what to expect – usually because they’re used to doing their own marketing and this is the first time they’ve had to brief anyone.Read More
Having carved a career in the world of B2B marketing for the IT and tech sector, I’ve read more than my fair share of thought leadership content.
When it’s good, it’s REALLY good – full of wonderful words that make you stop and think, perhaps question what you thought to be true, and help you to understand how to move past a particular issue with simple actions.
But when it’s bad…
Urgh, it’s dry, dull, boring, tedious…Read More
When I started my career, I’d never heard the term ‘subject matter expert’ before. I guess it’s one of those lovely business jargon phrases that means everything and nothing.
And then working for a marketing communications agency I was suddenly exposed to plethora of specialists who had crazy in-depth knowledge in a particular area…Read More
To gate? Or not to gate? That is the question…
Should we force the audience to provide their personal data in exchange for our valuable content so that we can follow up? Or should we give it freely and wait for the reader to contact us if the need arises?Read More
I never enjoyed English at school. In fact, it was one of my least favourite subjects – right behind geography (which I was advised not to continue at GCSE-level) and history (which baffled me with its left wing / right wing, remember 101 different political leaders and their hugely complex manifestos).
And it didn’t help that my teacher was less than encouraging.
Sure, she adored my best friend, who was that annoyingly gifted child who ‘got’ everything and never had to try in order to achieve straight A* grades. But me – a straight B student, who literally put blood, sweat and tears into every single assignment and examination – she just wasn’t bothered.
And the nail in the coffin…Read More
A white paper is a technical document, rather than a promotional one, so it should help to educate your audience on a specific issue and present recommendations for helping them to address that issue.Read More
Thought leadership content is great for sharing your skills, knowledge and experience with your niche. And this longer-form copy, such as white papers, guides and reports, is highly valued by senior decision makers.Read More
Arguably, every piece of content you create should involve some form of thought leadership – otherwise what’s the point? You’re simply regurgitating someone else’s work.Read More
Your sales strategy will comprise 2 things:
- The ‘low hanging fruit’, ‘quick wins’ or other jargony phrase that means sales today.
- The long game, aka establishing the mechanisms that deliver a steady drip feed of leads that sustain your business for tomorrow.
Thought leadership content falls into the latter category because it should form part of a broader campaign that builds momentum around a particular topic/trend/idea/product/service.Read More
It creates a strong brand
Nearly half (46%) of business owners have invested in publishing books or thought leadership content. That’s because it’s great for building a strong brand since it demonstrates that you have something of value to share with your audience, whether exploring new ideas/trends, sharing best practice or attempting to challenge the status quo with new thinking.
Thought leadership helps you to communicate more clearly, challenges the way your customers think, and uses research, data and industry insights to back up your position and enforce your credibility.Read More