Posts in Thought leadership

Where does thought leadership content fit into the sales cycle?

Your sales strategy will comprise 2 things:

  1. The ‘low hanging fruit’, ‘quick wins’ or other jargony phrase that means sales today.
  2. 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.

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Why is thought leadership content important?

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.

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What is thought leadership content?

Thought leadership. A bit of a marketing buzz word, because who doesn’t want to be seen as a thought leader? I can’t imagine you sit in your board meetings saying:

“Oh yes, the best way to achieve 3x coverage for our pipeline is being a sheep and following what our competition is doing.”

Or maybe you do? In which case that’s going to cause you much bigger problems.

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