Good B2B Thought Leadership Has to Be Loooong…

Chris Koch of ITSMA makes the point in a post here that if we are selling complex offerings to highly educated people who expect a degreee of intellectual rigor in their reading materials, that's not a formula for brevity. The MetLife study I mentioned in the last post is an example of the sort of quality content marketing that we are seeing in ever more sectors.

At the same time, blogs, twitter, YouTube and others are cutting our news and information into ever smaller chunks so that we can fit it into our attention-challenged schedules.

How, I wonder, do we reconcile an apparently increasing appetite for quality content, (and disdain for mindless advertising), with a readiness to digest that content in little bites?

Maybe the MetLife study gives some clues. The full report is 39 pages long. There are about 20 blogs that have chosen to say something about it (including this one) and many of us have taken a unique angle.

I took 200 words to talk about the report as an example of thought leadership marketing breaking into B2C. focuses on the frightening proportion of Americans (50%) who are only two paychecks from insolvency. GenerationalAdvisor, a blog for financial advisors, focuses on the implications for more conservative investment products.

Each blogger delivers an angle they expect their audience will appreciate. So the blogs and the content complement each other. Metlife gets  exposure for its study from the bloggers. But the bloggers need someone to have developed good content in the first place so that they have something to write about.

Thank you MetLife.

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