Thought leaders challenge barriers and conventional wisdom. Some are influencers, others are tech leaders with a portfolio of successful innovations. So how can you become a thought leader, keep building credibility and provide value to your audience wherever they are in the marketing funnel?
Here, I share the best types of thought leadership content to use at the top of the funnel (TOFU), middle of the funnel (MOFU) and bottom of the funnel (BOFU).
What are the benefits of thought leadership marketing?
Thought leadership positions your company, product or brand as an authority within the specific market segment you compete in. In my experience, a thought leadership marketing program will elevate your brand's profile, leading to more sales and increased influence in the market. You'll also uncover new opportunities as your profile grows. An additional benefit is greater pricing power. Edelman's 2019 B2B Thought Leadership Impact Study revealed that 60% of C-suite executives are willing to pay a premium rate for a product or service from a company that has thought leadership as part of their philosophy.