Thought leadership disrupted

Abstract

Overwhelmed by the amount of content coming at them, executives say they are more discerning about the sources they choose, and reward brands that are credible thought leaders with sales, loyalty and advocacy. But, while thought leadership offers big rewards for those marketers who get it right, most face several challenges, including the need to refocus on producing original and evidence-based content, the imperative to embed greater management discipline in its development and delivery, and continuing to push back the frontiers in terms of presentation, targeting and distribution.