Thought leadership (some times called content marketing) is one of the most powerful but challenging tools in the B2B Marketing toolbox: here are 4 practical tips on how to get started.

As the very smart Chris Koch points out in this terrific blog post on idea marketing, many companies have given up trying to create valuable content and started dressing up product brochures as thought leadership.  But with the right approach B2B companies large and small can leverage their Subject Matter Expertise (SME) and create valuable content that will connect with their customers and drive business results.

4 Practical Tips from ITSMA’s Chris Koch

At the end of his post, Chris offers 4 practical tips on how to do a better job of thought leadership marketing. We thought they were worth highlighting for you:
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Knowledge marketing is a powerful tool for attracting customers to your business. In this blog post we will share a brief definition of knowledge marketing as well as links to some useful resources for learning more about how knowledge marketing can benefit you.

What is knowledge marketing?

Knowledge marketing, also called thought leadership marketing, means giving away useful information that your customers will value.

Gartner defines it 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.’
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