Due to years of irrational content exuberance, the supply of content has surpassed customers’ demand. Yet according to the Content Marketing Institute’s 2015 annual survey, marketers’ biggest challenge is producing engaging content. So while the deluge of substandard content has undeniably surpassed customers’ demand, the supply of quality content has a way to go.
Creating and sustaining a corporate thought leadership program is a significant undertaking. But if done well, it can provide a host of benefits as a multi-pronged marketing tool.
Becoming a thought leader isn’t without challenges. It takes commitment. Yet many category leaders and challengers already understand the value of thought leadership programs and are investing accordingly.
Demand generation marketers are heavily investing in content creation. It’s a trend that doesn’t show signs of slowing as these same