The New 'Content Continuum': A Six-Stage Marketing 'Funnel'
Learn about the Content Continuum, a six-stage approach that updates the traditional marketing funnel. Discover how to apply it to your own marketing and content strategy.
The World Is Looking for Thought Leaders. Could You Be One of Them?
Marketing Content — Thu., Dec. 9, 2021The world is looking for thought leaders who stand for something, and those that do are trusted more than governments, news media, and NGOs. B2B buyers are looking for businesses that not only provide a product or service, but also espouse a purpose and noble values and beliefs. Close to 48% of decision-makers say they consume thought leadership content for a minimum of 1 hour every week and it regularly influences their purchasing decisions. Examples of thought leadership in the B2C world are Nike's stand for racial equality, Dove's real beauty campaign, and Athleta's support for female athletes of all ages and sizes.
Turning members of the C-suite into thought leaders and driving real industry change can be done through POV blog posts. Tim Ryan of PwC is vocal about DEI and trust, and Jeff Muto of Veriforce speaks on the challenges of attracting workers to the skilled trades. Four tips on getting POV content right are pinpointing a central theme or two, brainstorming possible topics and subtopics, writing effective POV blog posts, and distributing the post.
Thought leadership is powerful, and an effective way to get it out there is through POV blog posts. Pinpointing a central theme, brainstorming topics, writing effective posts, and distributing correctly are all important steps in the process. Ultimately, it's about showing up authentically in a way that leads your customers and industry into what's next.
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The World Is Looking for Thought Leaders. Could You Be One of Them?
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