Written by: Vickie Sullivan | October 18, 2022
Thought Leadership Is Having a Moment. Here’s How You Can Compete
Thought leadership is big business in Corporate America. That explains the deluge in content marketing.
According to a new report by The Harris Poll, C-level executives say thought leadership drives annual value of $2.7 million. For Fortune 100 companies, this increases to $3.6 million. With the average spend less than $200,000, that’s a 14x return on investment (ROI). This right here is why the tidal wave of content will only get bigger.
2 Areas Impacted by Flood of Thought Leadership
How do you compete with this flood of sophisticated agency-grade content? Here are the two areas most affected:
• The speaking circuit. Yes, executives have participated in panel discussions for years. Now, though, the competition for attendees will drive selection committees to those who have big company names. Your ace in the hole: Hybrid meetings will require skills that connect remote audiences. A lot of corporate folks are behind the curve here. Take advantage of that by pitching your ability to create “experiences.”
Listen: How to Compete with Corporate America
• Social media. Watch for integrated campaigns linking high-end advertising to social media. The key metrics here: activation and engagement. Your ace in the hole: community building. Those who have strong followings on social media can withstand the onslaught. Focus on killer content that offers innovative solutions.
With 91% of respondents reporting that “thought leadership is an important part of our growth strategy,” these competitors are not going away anytime soon. It’s time to find their weak spots and be the credible alternative.
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