HOME :: MARKETING CAMPAIGN STRATEGY :: THE THOUGHT-LEADER CAMPAIGN
The "Knowledge" Campaign Strategy
The 'Knowledge' or 'Thought-leadership' campaign has become a proven campaign strategy, esspecially for B2B companies. Positioning your business as a trusted adviser and educating your prospective customer base will dramatically shorten the sales cycle.
The trick is to provide your prospects (and let's not forget current customers) with the very latest in industry trends, research, and best practices. To make these resources valuable, consider the following:
- Generate a number of different resources on topics like industry trends reports, best practices whitepapers, and tips articles
- Update your content often. Monthly updates are ideal.
- Resource/download section on your website
- Make downloads fill out a form (but only once)
- Tie the end of each report or article to a pain that your product or service alleviates, but be sure it doesn't come across as to 'salesy' however.
Check out these very successful examples:
Remember, providing informational marketing resources is expensive and time-consuming, but if it's done right, thought-leadership can be a powerful way to position your brand, differentiate from your competition, and eventually sell the product.
You'll find more examples on our blog, Big Marketing Ideas.
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