Unfortunately, most B2B marketers fall short when they publish promotional content or threadbare case studies masquerading as thought leadership.
Thought leadership is different. And it's rare.
It sits at the pinnacle of good market-facing content production but takes the long view toward the business results it produces. When successful, it engages buyers in an exchange of ideas that delivers value to both sides -- buyers and sellers -- while positioning your firm as a trusted source of great information. And the market, not your marketing department, tells you when your stuff reaches true thought leading status.
Via iNeoMarketing, Rob Peters