A mix of assets can make your program more engaging and extend conversations. It can also let you leverage content in different ways to make it more valuable. How will assets work together? Which channels are appropriate for different assets? A key part of the editorial planning process is identifying which channels you will focus… Read more »
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The quality of your content is critical. It must be original, fresh, provocative, and focused. If you haven’t done it before, creating an ongoing stream of content can be daunting. But it doesn’t need to be. A content strategy that defines content attributes and creative processes will help you maximize efficiency. You need to consider… Read more »
Being a thought leader means leading the conversation. Certainly your content can, and should, be educational, but you should also be prepared to voice some opinions or take a stand. Not all your ideas will be new or controversial, but those are the ones people will most likely pay attention to. How will you present… Read more »
Based on your objectives, the program may be most valuable during a key phase of the customer lifecycle. But it may also add value during other phases. How will you keep people engaged as they move through the lifecycle? Shoppers, buyers, users, and advocates all have different mindsets, even when they’re the same person. As… Read more »
There are limitless sources for information these days. Why is yours better and who will pay attention? Just like understanding the market potential for your products and services, you must understand the market potential for your thought leadership content. You probably already have defined audiences or personas developed, but have you mapped their information needs… Read more »
The impact of social media and content marketing keeps growing, which means it’s more important than ever to make thought leadership a critical component of your marketing mix. It’s not too early to start making resolutions for your 2015 marketing plans, so we have put together a thought leadership planning guide that will help you… Read more »