When it comes to thought leadership, rely on originality and strong data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 04, 2022, 3:44 AM UTC

Instead of promoting the company, thought leadership pieces must genuinely attempt to answer audiences’ questions.

Thought leadership is an aspect of content marketing that both B2B and B2C businesses should consider focussing on. For B2B companies, given the complexity of a decision-making process and the number of people involved, thought leadership content can help brands not only align with their industry peers but stay ahead of the competition.

But, marketers must also realise that leadership does not refer to simply offering audiences a unique point of view, or an opportunity to promote the brand’s products. Instead, brands must use thought leadership to start conversations with prospects and allow thought leaders to represent the company.

Thought leadership pieces should not be extremely generic. They must offer original insights and ideas, and address customer needs, instead of promoting the brand. Similarly, the content must provide new perspectives and analysis of emerging trends, which should be backed with evidence and data.

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