In A Marketplace Crowded With Thought Leadership, Make Sure Yours Is The Voice That Decision-Makers Trust
February 28, 2018
Today’s management consulting services CMOs are under pressure to create content - particularly thought leadership content - that establishes their brand as subject matter expert.
But regardless of volume, producing innovative and compelling thought leadership that differentiates your firm from its competitors is a challenge.
The stakes are high: after consuming compelling thought leadership content, 76% of executives are influenced in their purchasing decisions, 67% would be willing to advocate for that brand and 83% are influenced in the choice of potential business partner.
This is why delivering thought leadership that connects with individuals throughout the customer journey must be underpinned by a carefully considered, strategic approach that reflects the needs and preferred channels of your audience.
One crucial trend for CMOs to address is B2B buyers’ increasing tendency to value informed and respected individuals as more credible sources of information than the brand’s own word, as conveyed through mainstream media and advertising.
This shift in the way thought leadership is delivered is also recognized by The Economist Group:
It’s no longer about handing down white papers from on high. It’s about visual literacy; it’s about serialization; it’s about reaching executives with differentiated insights and precision-targeted scale.
When looking to build trust, direct personal interaction and peer influence are now critical. Success today hinges on being able to harness social media platforms to identify influential personas and ensure that your innovative thought leadership is shared and discussed.
LinkedIn’s offers you access to key decision-makers and their influencers, as well as the targeting and presentation tools to help you to start inspiring relevant and compelling conversations with the right people.
Download Rethink The Customer Journey: Professional Services to learn more about how LinkedIn Marketing Solutions: Professional Services can help you leverage thought leadership content to connect with decision-makers and influencers at every stage of the client journey.