When I do first-hand buyer persona research, I ask participants if thought leadership matters when making purchasing decisions. The answer has unanimously been “yes.” I’d argue that thought leadership is more important than ever, given that buyers do almost all their research before contacting Sales. In fact, marketer and author Joe Lazauskas says, “6sense research …
One of the best ways to get the attention of your C-level target audience and gain credibility for your brand is through thought leadership. In fact, in Edelman’s 2020 B2B Thought Leadership Impact Study, CEOs said that strong thought leadership content strengthens a company’s reputation and positively impacts RFP invitations and wins. Yet all my …
Continue reading “How to successfully ghostwrite thought leadership content”
Using thought leadership in your content marketing is a great idea. Why? Because it sets you apart from competitors and helps close sales, research from Edelman shows: If thought-proving content from thought leaders increases sales, why don’t more companies use it in their content marketing? The number one reason I hear from my clients is …
Continue reading “Want to improve your content marketing? Use thought leadership”