Thought Leaders

More and more, we are working with clients to develop “Thought Leaders”. Why? Because by putting your sales team in front of the people that matter, increases retention of customers, new customers in new markets and increased orders.

The challenges are ‘what is a thought leader’, ‘how do you define a thought leader’ and ‘what content are they delivering to market’.

Great and relevant content is key. Creating words, pictures and sound, delivered via different platforms, such as articles, infographics, website, podcast or video to name a few. This will be a high quality output, useful information that conveys a story presented in a contextually relevant manner with the aim of soliciting an emotion or engagement.

Taking this content and then marketing via a strategic plan is defined as;

“… a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. To a piece of content marketing campaign that people seek out and want to consume it, rather than avoiding it.

The goal is to provide as much value from your content marketing to as much of your target audience as possible.