Trends Report

Nurture Thought Leadership To Nurture Your Brand

Make Thought Leadership The Tip Of Your Content Marketing Pyramid

May 22nd, 2015
With contributors:
Peter O'Neill , Ryan Trafton

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.