Does thought leadership still work? — Joe Kingsbury // Edelman
Joe Kingsbury
Edelman
- Part 1Is there too much B2B thought leadership? — Joe Kingsbury // Edelman
- Part 2Why your content doesn’t stand out — Joe Kingsbury // Edelman
- Part 3 Does thought leadership still work? — Joe Kingsbury // Edelman
Show Notes
-
02:37Evaluating content strategiesConnecting with an audience and shifting their thought process produces higher returns. Targeted strategies drive engagement with the right individuals.
-
05:02Figuring out the business impact of thought leadershipDigital KPIs must be taken into consideration. But companies must assess whether their strategies promote the transition from thought leadership to buyer intent.
-
07:10Tools Edelman uses to evaluate the value of contentEdelman uses a variety of platforms and partners familiar to the industry. Its essential to use tools that gather required data in relation to a companys thought leadership objectives.
-
08:18Figuring out if your consumer is actually your target marketStart with a clearly defined target audience. Identify customer segments that represent revenue potential and high value. Then create strategies focused on those groups.
-
09:54Determining if your thought leadership worksTo figure out what works, companies should assess whether their strategies to generate revenue are directly connected to their thought leadership efforts.
Quotes
-
"As it relates to thought leadership, one of the best indicators is whether youre actually driving engagement with the right kinds of companies and customer profiles." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"There's always the yin and yang of content marketing. I'll call it the PR measurement, which is what's the perception of the brand." - Benjamin Shapiro, Host, MarTech podcast
-
"The company has to be thoughtful about what exactly it is they want to accomplish. Then quarterly, which tools will generate the data needed." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"Once you've got your audience segmented out, measurement on the backend becomes easier. There's less sifting through to understand if youre getting to the right people." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"You need to think about how you're changing the perception of your brand with your content." - Benjamin Shapiro, Host, MarTech podcast
- Part 1Is there too much B2B thought leadership? — Joe Kingsbury // Edelman
- Part 2Why your content doesn’t stand out — Joe Kingsbury // Edelman
- Part 3 Does thought leadership still work? — Joe Kingsbury // Edelman
Up Next:
-
Part 1Is there too much B2B thought leadership? — Joe Kingsbury // Edelman
Joe Kingsbury is the Managing Director of Business Marketing at Edelman. The pandemic brought with it an increased need for high quality thought leadership content. Buyers are concerned with the ‘quantity over quality’ approach being broadly applied. Today Joe talks about whether there is too much B2B thought leadership.
Play Podcast -
Part 2Why your content doesn’t stand out — Joe Kingsbury // Edelman
Edelman’s Managing Director of Business Marketing, Joe Kingsbury continues discussions on what one of the world’s leading communications agencies thinks about marketing. Recently, brands have doubled their online content marketing efforts. But many are finding it difficult to break through the noise. Joe speaks on why your thought leadership content does not stand out.
Play Podcast -
Part 3Does thought leadership still work? — Joe Kingsbury // Edelman
Managing Director of Business Marketing at Edelman, Joe Kingsbury wraps up the discussion on Edelman’s thoughts about marketing. Companies are not only faced with the task of influencing brand perception with their content. They have to be able to measure the impact on business. Joe talks about evaluating content marketing and thought leadership.
