Tags ArchivesThought Leadership Marketing

Thought leadership as a marketing discipline has been around for several decades. Some credit large consulting firms that published research (e.g. The McKinsey Quarterly, Deloitte Review). Defined as positioning a company or individual as an expert through current, relevant and valuable content, thought leadership marketing (TLM) is intuitively appealing because customers seek information, education, and expertise when evaluating options, or making important decisions. Another TLM definition references the need for expertise when a high degree of financial or emotional risk is involved. That said, TLM is likely important for a broad range of categories including information technology (IT), software, consulting, big ticket purchases, new technologies, and complex products or services. As you might expect, there are many challenges to effective thought ...