Happy holidays! Good Revenue is off this week, so we're bringing you one of our favorite episodes from 2024.
Thought leadership is additive, newsworthy, and educational. It teaches your audience something they didn’t know. It challenges the status quo. And it helps your audience achieve a goal or get better at something they care about. That’s why it’s an incredibly powerful tool in go-to-market, when done well.
In this episode of Good Revenue, host Neeta Bidwai covers:
• Why data-backed thought leadership changes mindsets, shows differentiated value, and is hard to copy
• How thought leadership differentiates from transactional and educational content (and why insights can’t be outsourced to AI)
• Extensive data supporting the effectiveness of thought leadership in today's business environment
• Why original insights & research are rewarded by executives, search, & social media
• The tidal wave of the self-serve buyer journey – requiring vendors to build credibility with buyer who won’t take meetings or answer phone calls.
• An actionable framework for building, resourcing, and distributing a strong thought leadership program
• How to focus on the right KPIs to measure success
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Where to find Neeta:
https://www.linkedin.com/in/neetabidwai/
Where to find Good Revenue:
https://goodrevenue.io/goodrevenue
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Highlights:
00:00 Introduction to Thought Leadership
00:34 Defining Thought Leadership
01:42 Types of Content: Transactional, Educational, and Thought Leadership
05:04 The Importance of Thought Leadership in Competitive Markets
07:04 Data Supporting Thought Leadership
15:46 Framework for Building Thought Leadership
22:04 Executing Your Thought Leadership Strategy
27:52 Distribution and Media Strategy
35:19 Measuring Success: KPIs for Thought Leadership
41:02 Conclusion and Final Thoughts
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References:
• LinkedIn / Edelman report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report
• Pavilion / Kickstand report: https://meetkickstand.com/wp-content/uploads/2023/11/Kickstand-Content-to-Conversion-EBook.pdf
• What is information gain? https://searchengineland.com/what-is-information-gain-seo-why-it-matters-429763
• SparkToro hard to measure channels: https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/
• Zero-click content: https://sparktoro.com/blog/zero-click-content-the-counterintuitive-way-to-succeed-in-a-platform-native-world/
• Buyer journey data: https://goodrevenue.io/buyerjourney
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