Thought Leadership Marketing

Once you have a compelling idea, you need to get it to the executives who are potential buyers of your products or services. This used to be done by publishing hard copy white papers and journals, and more recently by publishing them on line. But the world of thought leadership marketing is changing very rapidly today. First the volume of published material is growing fast, so that it is increasingly difficult to cut through the noise. Second, new tools and channels such as e-readers and social networks are continually throwing up new challenges and opportunities.

Channel Effectiveness

Content Marketing Tactic Effectiveness Ratings: High & Low

Source: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends | MarketingProfs/Junta42 

From this page you can access articles, interviews,research reports, presentations and white papers on how to most effectively market content. You can also find out about the services we can provide to help.

Recent Blog Posts on Marketing Thought Leadership

The reasons why becoming a thought leader will be much harder this year. 
There's a good reason why thought leadership marketing has become elemental to many B2B companies: Customers demand it.
Keeping your nose to the grindstone may not be the key to success after all.
Companies are confused about content marketing, even as they rush to do more of it. It's up to content professionals to unpack this overloaded suitcase and explain what great content requires.
What distinguishes the consulting firms that get the best results from thought leadership content efforts? A new survey by Association of Management Consulting Firms (AMCF), The Bloom Group, and Rattleback provides fresh insight.

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Articles about Marketing Thought Leadership

White papers are essential to thought leadership marketing programs. In this article, we explain how to generate substantially more leads than typical white paper campaigns deliver. In particular, we show the advantages of shifting from directly distributing white papers through "biased" channels, to indirect and "unbiased" channels. 
Having an online presence is increasingly important for professional services firms and other B2B marketers. For most businesses, it has become essential. But ranking high in search engine results is increasingly important too. This article explains how to get higher rankings with quality content. 
A presentation that comes “off the shelf” cannot address the issues that a particular prospect is worrying about when he calls. In designing a sales presentation, there are three important questions to answer; “What are the client’s issues?” “What information will persuade him?” And “What should be on the slides themselves?”
The vast majority of professional firms’ websites are essentially digital brochures. But by organizing their site by the client problems they solve and demonstrating their expertise for solving them, some firms have been using the Web to accelerate their lead streams.
If you were to ask editors at print or online publications what they want from public relations or marketing professionals, the sarcastic ones (and they predominate) will say that all they want is to be left alone. Less cranky (and more realistic) editors will say, “Good stories,” and then moan about why that simple fact is so hard for marketers to understand.

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