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Leveraging Thought Leadership


May 12, 2022

Chief Marketing Officers (CMO) often think in terms of campaigns, responses, and calls to action. Everything is about selling a product or service. So, when it comes to using thought leadership for marketing, how do you thread the needle? How do you show CMOs that thought leadership can develop a brand, bring in new clients, and not look like just another advertisement?

To tackle this tough question, we’ve invited Drew Neisser, the Founder of Renegadea B2B marketing agency that helps their clients do the heavy lifting of brand strategy, market research, content, and social media. Drew is also the author of Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands, helping readers remove the complications of B2B marketing.

For thought leadership to be successful, you need to be clear about what you are trying to accomplish. Drew discusses the way CMOs should be focusing their efforts, and ways to express how thought leadership differs from traditional marketing.

Once you have a clear purpose, you need a clear vision. Drew explains that thought leadership needs to be developed from the viewpoint of the customers, creating content that encourages them to think more deeply about problems in order to find solutions. Drew's CATS (Courageous, Artful, Thoughtful, and Scientific) method is one such framework. It can be used as a guiding light to ensure your content hits all the right targets.

We conclude the conversation by examining Drew's goals Drew in writing his book. He set out to make B2B marketing easier by creating a 12-step program that he used in the field to gain real-life feedback and viscerally improve the book. Drew shares how the pandemic affected the release schedule of the book, and how he stripped it back to a massive blog post — which then exploded in popularity, proving that he was on the right track.

B2B marketing has never been more complicated. If you are struggling to find your share of the market, this episode might just have the advice you need to find your audience.

Three Key Takeaways:
*  Thought Leadership content should be created with the focus of helping clients solve problems by looking at challenges from a different perspective.
 
*  Low or mid-level marketers should consider creating thought leadership content early in their career, as a means of building a reputation for the long run.
 
*  Make sure you've considered the three C’s when creating thought leadership: Content,  Connection, and Community!