Nothing is a Substitute Piece for Thought Leadership. Nothing!
Many companies are using the wrong content to educate their audience, drive awareness and get their brand affiliated with industry trends, news and analysis. As a result, they are not reaching their lead and sales goals.
While product marketing whitepapers, position papers, videos, blogs and other forms of assets are all necessary to keep your brand front and center with potential clients and current customers alike, it is not a replacement for thought leadership, educational content that peaks an interest at the top of the lead funnel before any big decisions have been made. The two need to go hand-in-hand throughout the buying journey process.
Likewise, third party affiliated content should not be a replacement for educational, thought leadership assets either. While it is certainly worthwhile to give a shoutout when you land in a Magic Quadrant to give credibility and create a buzz, a potential customer is not going to download a 20 page plus whitepaper to their mobile device just to read that one paragraph where your organization happens to be mentioned.
Integration is key. A multi-faceted approach is key. Don’t ignore thought leadership because you have some product marketing announcements, customer testimonials and third-party generated research reports. They all need to work together for the common good.
Here is where EMedia Strategies can help.