Thought Leadership Study
Find opportunities where your brand can own and lead timely conversations
• Seek out timely topics that pose challenges for your customers • Play the contrarian or unexpected angle • Be bold and imaginative in your storytelling
Strong Thought Leadership is closely mapped to customer needs
• Avoid the “everything to everyone” trap • Find customer insights in the trenches • Embrace martech that fuels creative editorial content
Decision-Makers want to know where their industry is going
• Explain not just “what” but “why” • Uncover what’s next for your customers • Use big picture thinking to condition the selling environment
Being a trusted source is key to driving Thought Leadership engagement
• Showcase your people to earn credibility • “Pay it forward” by teaching customers how to solve a problem • Aspire to consistency and longevity • Align with trusted, recognizable voices outside of your company
Brevity is overwhelmingly preferred by busy professionals
• Think in terms of headlines • Entice readers along a journey • Simplify complex stories with a human touch
Thought Leadership cannot be appropriately valued without attribution
• Begin at the end • Engage with sales early • Adopt measurement tools aligned with your priorities • Beyond “how many,” focus on “who”
Source: 2020 B2B Thought Leadership Impact Study
Thought Leadership’s Proven Impact
Learn more
Key Attributes of Strong Thought Leadership
The Crucial Importance of a Thought Leadership Culture
How to Win: Thought Leadership Flywheel
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