What happens though when your organization and its executives have little to say?
Come on…everyone has some sort of perspective, right? Credible companies participate in and shape industry dialogue and debate.
It may surprise you to learn the number one concern I hear from your peers when it comes to content marketing, social media engagement and digital promotion is the inability to identify thought leaders in their organization. Here is an Email I received just this week from an experienced marketer who works for one of the world’s largest and most successful B2B brands:
We just don’t feel comfortable from a content and message perspective, as we are still building it all this year.
Cue up the dramatic music! Is the promise of content lost for these thought leadership-less companies?
The answer is, of course, no.
Content that engages, educates and (when appropriate) entertains can be sourced from a myriad of third parties. This will allow your company to still realize the ROI of thought leadership content.
Consider these sources:
1. Strategic and Technology Partners. I suspect they: a) have white papers, case studies, presentations and blog posts; and b) would welcome your help to distribute these materials to the market.
Plus, your investment of time and resources solidifies the relationship.
2. Market Research Firms, Industry Analysts and Business/Trade Media. They are in the business of thought leadership and, similar to your partners, will most likely applaud your efforts to help them attract new readers.
Please be sure to respect copyright by linking to their sites, rather than repurposing their content for your own agenda.
3. Your Own Customers and Prospects. That’s right, act like a journalist and interview ‘em. Publish a Q&A or a podcast.
Keep in mind though the objective is NOT to promote you or your company’s solutions. Rather, it is about their thoughts, views and perspective about the industry. You know, thought leadership.
Here is a link to three examples of how Strategic Communications Group (Strategic) executes on this via our Modern Marketing Today program.