Best Practice Report

Find Your Thought Leadership Voice With Audience-Relevant Themes

Avoid Thought Leadership Pitfalls To Build Long-Term Value

September 20th, 2022
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
With contributors:
Laura Ramos , Lisa Nakano , Jennifer Ross , Shannon Colford , Kate Pierpont

Summary

Most B2B thought leadership fails to live up to its name: it is neither thoughtful nor leading. Instead, the content is often a company-centric recitation of product or solutions capabilities, or a tired retread of hackneyed themes and ideas. B2B companies need a process for building thought leadership that is durable, differentiates the business, and instills brand equity in the minds of buyers and others. In this report, we explain the key facets of thought leadership to guide how organizations choose themes that resonate, engage audiences, and create a dialogue based on an exchange of value.

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