Is your thought leadership content leading or following?

CMI reports that more than 90 percent of marketers use content to engage their customers. Content is vital to the marketing engine. In fact, more than 92,000 articles are posted to the Web every day, resulting in 1,194,902,462 engaged minutes per day.

This year, 70 percent of B2B marketers will produce more content than they did last year. And, 64 percent of buyersclaim that content had a significant impact on purchasing decisions.

With so much content being produced, published on the Web and shared socially, marketers are continuously looking for ways to rise above the noise. Enter”thought leadership.”

A thought leader is a company or person who is the foremost authority in their specialization and whose opinions can shape the future of the industry. Thought leaders garner recognition for their expertise and profit from it.

True B2B thought leadership content extends and amplifies your Corporate Messaging Platform. Thought leadership is strategic. In fact, 66 percent of marketers with a documented content strategy believe their content to be highly effective at achieving business goals; only 11 percent of marketers without a content strategy claim similar results. A thought leadership content strategy defines and documents a thought leadership position — a statement architected to include the thought leader’s own-able position as it relates to a specific market trend, topic or vision as well as the impact this position has on the target market. The thought leadership position gives rise to a consistent stream of meaningful and relevant thought leadership content that shapes the customer experience.

So the question is: Does your content lead the industry or is it following it?

Learn how thought leadership content shapes the customer experience here.

By | 2016-11-14T15:19:54+00:00 February 4, 2015|Categories: Content Development|Tags: |

About the Author:

With more than 25 years experience building collaborative relationships with executive teams, Jim brings a wealth of knowledge to every client engagement. O’Gara has spent thousands of hours formulating winning go-to-market strategies and stories for dozens of Fortune 100 companies and hundreds of high-growth businesses. O’Gara’s expertise in go-to-market strategy development, customer research, corporate messaging and positioning, customer experience management as well as customer-centric culture development has earned him the respect of executives around the world. Over the years, his ability to breakdown business, marketing and customer experience challenges in complex industries (such as healthcare, technology and professional services) has been invaluable to CEOs and CMOs at a number of leading companies. Jim is an active member of the Forbes Communications Council and his thought leadership often appears on Forbes.com.