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Media & Communications: Engage with Content
Strategy is a high-value word. When something is “strategic,” it is seen to have value and purpose. What then is the strategic value and purpose of thought leadership and content marketing?
Thought leadership is a powerful credentialing tool. Thought leaders lure interesting work that commands premium-billing rates, which enables their firms to attract and retain the best talent.
Content (articles, whitepapers, analysis in news articles, client alerts, etc.) is most often used as a means to transmit thought leadership and demonstrate a professional's expertise. The problem is that there are only so many ways for an expert to describe to a target audience the effects of an issue important to them, and there are often dozens and dozens of experts trying to do so. In other words, content as a differentiating tool to generate leads and build awareness is suspect. Given how crowded the market is and how much content is needed to stand out in it, content development programs for this purpose (reach) are often too expensive and time-consuming for all but the largest, richest firms.
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