Once an obscure discipline practiced by only a handful of upper-crust consulting firms, thought leadership marketing has spread to virtually all industries. And for good reason. As business executives increasingly want to be educated as part of the sales process, and B2B companies face ever-growing competition, demonstrating the power and uniqueness of a company’s expertise […]
An organization’s content can take many forms — including web pages, blog posts, articles, white papers, presentations, brochures, and even books. But they all have one thing in common: The written word. That’s why as high-quality content becomes more important to growth and market differentiation, so does great writing. This is particularly true for professional […]
There’s no doubt thought leadership marketing has become an important focus for more and more companies. Pioneered by consulting firms, the discipline has been adopted by other types of professional services firms and, increasingly, many kinds of product-oriented companies that want to be seen as authorities in their chosen industries. An effective component of a […]
Content marketing fever has swept the business world. According to the most recent survey of content marketing practices and trends among B2B companies by the Content Marketing Institute (CMI) and Marketing Profs, just under nine in 10 participating professionals said their organization uses content marketing, and three-quarters indicated their organization will produce more content in […]
With more consulting firms relying on thought leadership to drive brand awareness, market differentiation and growth, marketers increasingly are encountering a difficult challenge: getting enough subject matter experts (SMEs) to devote time to developing the content that fuels thought leadership marketing programs. To be sure, demands on SMEs’ time have always been great. But today, […]
© 2025 · Alterra Group LLC