-
-
2021-01-26
- Posted by: Christopher G. Fox
- Category: Strategy, Thought Leadership
Although thought leadership is not an appropriate format for marketing product features and benefits directly, there is a way to link thought leadership pieces to a broader product marketing strategy. In other words, thought leadership can accomplish more than brand awareness and help build reputations. Connecting the two strategies can be very effective. You can even design them to reinforce each other.
-
-
2021-01-25
- Posted by: Christopher G. Fox
- Category: Thought Leadership
From time to time, people will poke a bit of fun at me for using the phrase "thought leadership." They will point out that it sounds like yet another buzzword, that it is overused or too vague to mean anything. Most of these criticisms are entirely fair. Regardless, I find "thought leadership" to be the best term to use for various reasons.
-
-
2021-01-24
- Posted by: Christopher G. Fox
- Category: Thought Leadership
Frequently enough, thought leadership campaigns run out of steam after their initial launch. After publishing a report, backing it up with a few social media posts, and a conference panel or two, companies allow thought leadership efforts to falter. Marketing teams go on to their next campaign, and subject matter experts go back to their day-to-day activities. Positioning as a thought leader requires a longer-term strategy, however. Use these tactics to sustain and refresh your efforts.
-
-
2021-01-21
- Posted by: Christopher G. Fox
- Category: Thought Leadership
Do you want to create truly transformative thought leadership? Develop clear and compelling answers to these ten (deceptively) simple questions.
-
-
2021-01-20
- Posted by: Christopher G. Fox
- Category: Communication, Leadership
High-quality thought leadership from businesses can help play a role in recovering from what has been called "information bankruptcy." Traits such as trustworthiness, truthfulness, lack of bias, and reliability can help us get back to spending our audiences’ attention wisely rather than destroying trust with superficial tactics. Imagine an entire mindset of marketing and communication focused on creating a virtuous cycle between trust. Imagine that it becomes the expected norm for how institutions communicate with stakeholders.
Although thought leadership is not an appropriate format for marketing product features and benefits directly, there is a way to link thought leadership pieces to a broader product marketing strategy. In other words, thought leadership can accomplish more than brand awareness and help build reputations. Connecting the two strategies can be very effective. You can even design them to reinforce each other.
From time to time, people will poke a bit of fun at me for using the phrase "thought leadership." They will point out that it sounds like yet another buzzword, that it is overused or too vague to mean anything. Most of these criticisms are entirely fair. Regardless, I find "thought leadership" to be the best term to use for various reasons.
Frequently enough, thought leadership campaigns run out of steam after their initial launch. After publishing a report, backing it up with a few social media posts, and a conference panel or two, companies allow thought leadership efforts to falter. Marketing teams go on to their next campaign, and subject matter experts go back to their day-to-day activities. Positioning as a thought leader requires a longer-term strategy, however. Use these tactics to sustain and refresh your efforts.
Do you want to create truly transformative thought leadership? Develop clear and compelling answers to these ten (deceptively) simple questions.
High-quality thought leadership from businesses can help play a role in recovering from what has been called "information bankruptcy." Traits such as trustworthiness, truthfulness, lack of bias, and reliability can help us get back to spending our audiences’ attention wisely rather than destroying trust with superficial tactics. Imagine an entire mindset of marketing and communication focused on creating a virtuous cycle between trust. Imagine that it becomes the expected norm for how institutions communicate with stakeholders.