by David Hoskin | Jun 23, 2023 | Branding, Content strategy, Thought leadership
The mention of a ‘white paper’ is likely to send shivers down the spine of any marketing manager today. And it’s no surprise, because the work it takes to produce a good white paper should not be underestimated. But it’s worth it! Here, I’m going to look at some of...
by David Hoskin | Jun 23, 2023 | Content strategy, Storytelling, Thought leadership
“There’s a seat for everyone at the Thought Leadership table,” says Morten Floee Knudsen, Thought Leadership Content Manager at global engineering company FLSmidth. In a highly competitive market with discerning buyers, thought leadership is an important tool in the...
by David Hoskin | Jun 23, 2023 | Branding, Buyer behavior, Thought leadership
Promoting your B2B brand, its products and services is an essential part of successfully marketing yourself. But it can be tricky to navigate the multiple media types and with a lot of marketing jargon flying around. What is the difference between paid, earned, owned,...
by Jonathan Winch | Jun 23, 2023 | Account-based marketing, Content strategy, Thought leadership
They say that, when times get tough, the tough get going. And that’s probably why, in a time where many companies have reduced or even stopped spending on marketing efforts for fear of COVID-19’s impact, we’re seeing a growing number of companies turning the current...
by Jonathan Winch | Jun 23, 2023 | Branding, Content strategy, Thought leadership
Public service announcement: this serves as a gentle reminder for why you set about adopting thought leadership in the first place. If you work in a B2B company and haven’t yet implemented a content marketing strategy with a thought leadership undertone, then you are...
by David Hoskin | Jun 22, 2023 | Branding, Content strategy, Thought leadership
Shifting the perspective of your communications and taking on the role of an industry advocate can bring many benefits for your company. Offering customers valuable, objective advice on your industry can boost your credibility, website traffic, social media engagement...