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Cogitation Supremacy
It's about thought leadership. A resource for thinkers, writers and marketers
Curated by Ryan Hines
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Thought Leadership, Like Sales, Should Start Early and End Late ...

Thought Leadership, Like Sales, Should Start Early and End Late ... | Cogitation Supremacy | Scoop.it
Thought leadership isn't just a top-of-the-funnel asset aimed at building reputation and awareness. It also has a role in the later stages of the sales process.
Ryan Hines's insight:

ITSMA offers an interesting look at the (self-reported) difference between sales people who think their good or bad at using thought leadership materials to sell. Those that do well, use TL content throughout the sales relationship, while the others tend only to use TL early on.

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Thought Leadership: the New Way of Selling

Thought Leadership: the New Way of Selling | Cogitation Supremacy | Scoop.it

Craig Badings offers up the origin story of content marketing. Timely and enjoyable read that spells out why we're bombarded with so many white papers these days (mostly in exchange for an email address and subsequent spam). I agree with the distinction between useful content and thought leading content. In fact, my only qualm is that 'contsumer' deserves a rethink--interesting concept but ugly-sounding term.

 

It's 100% correct that sales, marketing and communications teams must all pitch in to make thought leadership work.

 

Calling out the 'whacky' Blendtec videos as entertaining but not thought leading is dead on. It makes me wonder whether thought leadership can be humorous. Any one have a good example of fun thought leadership?

 

 

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