Thought Leadership Articles

  • Frank Cooper and Rob Norman

    BlackRock CMO: Purpose Beyond Profits in a Time of Transition

    August 4, 2020

    Corporate social responsibility and brand purpose have been topics of discussion in boardrooms, conferences, and think pieces for a long time. But this moment in history is making these subjects all the more urgent. As part of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, Rob Norman, fomer Chief Digital Officer at GroupM,...

  • Woman working on a couch holding her baby

    How to Create a Content Strategy for Thought Leadership

    July 27, 2020

    Research shows that B2B decision makers actually rate thought leadership as more important than marketers did, according to the 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. Other key takeaways from this study include: B2B decision makers are willing to pay a premium to work with companies who have used thought leadership to establish a clear vision...

  • Guiding Marketing Principles

    In This Together: Sharing Our COVID-19 Learnings

    March 16, 2020

    Editor's Note: Enjoy this special encore post, which was one of our readers' favorites so far in 2020. As a communications and marketing professional for over two decades, I’ve seen my fair share of crises. The COVID-19 crisis is unlike any before, in terms of the pace, the global intricacies, and the very real personal and professional implications of every...

  • 7 Experts Share How Marketing Must in Change in 2020

    December 19, 2019

    What do the smartest marketing minds in the world want to see happen in 2020? There’s only one way to find out…ask. In search of...

  • The State of Guest Blogging: How to Guest Post and Grow...

    December 13, 2019

    Editor’s Note: This guest post was contributed by Ryan Robinson, Blogger at Ryrob.com. Imagine being able to spread awareness about...

  • How to Create Impactful Thought Leadership Marketing

    How to Create Impactful Thought Leadership Marketing

    November 13, 2019

    Editor's Note: LinkedIn and Edelman will release tomorrow new research on the underappreciated power of thought leadership for B2B...