The key to effective thought leadership marketing is to both have great content as well as highly effective packaging and communication of that content. Marketing campaigns that are deficient in either area generally will fail to connect with target buyers.
Alterra Group has developed a proven approach for helping professional services companies attain thought leadership.
- We start by helping clients develop the content — the point of view — that forms the basis of a company’s marketing program.
- After the point of view is developed, we help clients articulate the point of view in the form of a written publication such as a book, white paper or bylined article.
- Finally, we work with clients to fully leverage their content through the most appropriate marketing campaigns using a mix of traditional and emerging tools and channels.
The end result: content and campaigns that engage prospects and clients and inspire them to want to learn more about the firm behind the message.