How to Build B2B Thought Leadership with Content Marketing

• Glenn, thanks for some useful and clear tips. Organizations do need to establish themselves as contributors to the “conversation”, and they need to do it in a way that separates them and attracts readers. One thing that comes to mind is that for smaller companies, the ability to generate quantity and maximize reach is probably a real challenge. They may have the unique point of view and the ability to capture and deliver it in creative, “out of the box” ways, but simply don’t have the resources to keep turning that crank enough. Quality needs to go hand in hand with quantity. For these, the best advice would seem to be to find an outside agency who can establish a cadence, publish new and fresh content to feed that cadence (3 blog posts per week? Two white papers per month? One webcast per quarter?). Agencies — presumably like yours, and definitely like mine — can crank the machine up and allow a small business to publish as much thought leadership every month as the big guys do, and do it at a cost that makes sense. We would love to see you discuss your point of view on outsourced content marketing in a future post.

  Don Montgomery
  WinGreen Marketing Systems

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