Why Read This
Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. But when business-to-business (B2B) marketing professionals publish promotional information masquerading as thought leadership, these efforts produce unremarkable results. What's needed is an executive-level focus on the purpose, commitment, and processes required to make the thought leadership component of content marketing a companywide story, not just output from the marketing team. This report explains how to structure and drive real thought leadership that enhances your brand's reputation and draws in the right customers. This is an update of a previously published report. Forrester reviews and updates its research periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.