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For B2B Marketing Professionals

Nurture Thought Leadership To Nurture Your Brand

Make Thought Leadership The Tip Of Your Content Marketing Pyramid

May 22, 2015

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Why Read This Report

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.

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Table of Contents

  • Content Marketing Is Not A Substitute For Thought Leadership
  • CMOs Must Focus Thought Leadership On A Value Exchange
  • RECOMMENDATIONS

  • Avoid Common Thought Leadership Pitfalls
  • Supplemental Material
  • Related Research Documents

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