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Thought Leadership Marketing is an Oxymoron

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Thought leadership is a common marketing topic, but unfortunately thought leadership is not a common outcome of marketing. Part of the problem is that thought leadership marketing has lost all notions of actual thought leadership.

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.”

The problem is, knowledge of what a product or service can deliver or its differentiation does not establish real thought leadership. [Read more…]

Selling your Lead Generation Content

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Fan of cashYou have committed to content marketing, you have invested in creating content, and your website has turned into a veritable content hub. At every turn, you offer related content to entice a registration and get someone to opt in to to your drip and nurture program. You have enough traffic, but you need more registrations to fuel your nurture program.

What you really need is a new mindset. Your content is not free. You are selling it for contact information.

[Read more…]

Set Your Content Free

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Your content is in jail. It had great potential, but something went wrong. Now, it is stuck behind a window with 6 to 10 horizontal gray steel bars. Your registration form. Barred Window

This is the content you slaved over and chased your subject matter experts for weeks, even months, for. It clearly positions your solution as the leader in your quickly changing industry.

Now, it is stuck in jail. It is nearly impossible to discover through search. It is not tweeted or liked by anyone but you. It is missing its opportunity to reinforce your leadership message. And the days tick by, until one day your content is out of date, its jail term turned into a forgotten life sentence.

Your content was developed to support your position. Get it out of jail. Allow it to do what it was designed to do. When you do, here are just a few of the benefits you can expect to see: [Read more…]