Many brands recognize the critical need for strategic thought leadership content to sit alongside product- and purpose-oriented messaging – content that establishes the brand as an authority in a specialized field or a line of business and deeply engages decision-makers.
However, a gap exists between what brands are doing and what they need to do to achieve authority status, cut through the clutter, and better define their space or special sauce.
Reviewing more than two dozen brands’ thought leadership content, mostly in B2B, three issues reveal themselves that need to be resolved:
Content is a brand’s currency to demonstrate relevance and, with emerging channels and interfaces like chat and voice, it’s bringing brands closer to their customers. But to succeed, company-driven content needs a more strategic approach that rebuilds a brand’s foundational and experiential elements.
