Thursday Thought Leadership Roundup: At the Intersection of Content, Mining the TL Trend, and the Thought Leader Life Series
This week in our Thursday thought leadership roundup, John McTigue on content and marketing automation, how B2B publishers should mind the TL trend, and an episode of the Thought Leader Life video series.
On The Intersection of Content and Marketing Automation
“Marketing is no longer a one-way conversation. You can’t just send your prospects emails and expect them to do anything other than block or filter them. Marketing automation allows you to take a less intrusive, more nurturing approach while maintaining a high level of awareness on changes in lead behavior and sales readiness. Without marketing automation, you are just guessing – just hoping that people will take the bait and be ready to buy your products. Statistics show that buyers don’t do that. They want to learn at their own pace and be reached when they need more information or are ready to buy. A well constructed marketing automation strategy makes that a reality.”
Our take: Because business leaders are increasingly recognizing the clear connection between content, engagement, and returns, we’ll continue to see these types of relationships strengthen and support each other. Building them into a business strategy from the get-go can help companies better leverage all of their content marketing resources.
How B2b Publishers Should Mine the Thought Leadership Trend
From Min Online:
“Many b2b publishers are missing the boat because they aren’t actively working to attract high-quality opinion articles from leading professional services and other firms whose people have expertise that executives covet. Too many publishers devote little space to non-staff-written articles or, when they do, they keep this space open largely to freelance journalists.
A publisher like Forbes has done quite the opposite, growing Forbes.com to nurture a network of 1,200 outside contributors, which has helped boost its online audience and digital advertising revenue substantially. For every Forbes, there seem to be a dozen b2b publications that limit outsiders’ articles, bury them on their websites or relegate them to advertorials—i.e., pay-to-play.”
Our take: One of the key differentiators between true thought leadership pieces and cheapened, regurgitated content is the individuality of the author’s perspective. If publishers aren’t seeking out this type of quality work, they’re only hurting their own efforts.
Thought Leader Life 014: Guest Vanessa DiMauro
“Mitchell Levy and Michael Procopio talk with Vanessa DiMauro (@vdimauro), CEO Leader Networks thought leadership, social business and introverts and extroverts in communities. Thought Leadership Life with Mitchell and Michael covers all things around thought leadership, how to become one, how to use it as a form of communication, how to help others become one.”