Why your content doesn’t stand out — Joe Kingsbury // Edelman
Joe Kingsbury
Edelman
- Part 1Is there too much B2B thought leadership? — Joe Kingsbury // Edelman
- Part 2 Why your content doesn’t stand out — Joe Kingsbury // Edelman
- Part 3Does thought leadership still work? — Joe Kingsbury // Edelman
Show Notes
-
02:40Why the content doesnt workSome companies dont spend the time to get to know their target audience. Thus reducing the ability to create thought leadership content that meets that audiences needs.
-
04:11Why companies should build thought leadershipStaying in dialogue with the target audience lets companies tap into what matters most to them at any given time. This is integral for future success.
-
06:10How volume affects content strategy successCompanies strive to offer valuable points of views to their target audience. Volume helps companies to build relationships with an audience over time.
-
09:33Making sure content hits the right markBuyers want original, less formal content. They prefer connecting with personalities rather than faceless brands. Companies investing in generating smart content show strong performance.
Quotes
-
"When companies skip that hard part, they publish content that's focused on opinion. They haven't tested whether the target audience will truly find value." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"Volume certainly plays a role in building a relationship with an audience over time to help them see the world the way you do." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"When people start to listen to you, you're building 3 key factors related to awareness; know, like, and trust." - Benjamin Shapiro, Host, MarTech podcast
-
"If you're producing garbage, there's no point in people consuming your content. But if you can help them get information or just use their brains, that helps you get into the consideration phase." - Benjamin Shapiro, Host, MarTech podcast
-
"47% of buyers said that the thought leadership content they're seeing doesn't seem to be created with their specific needs in mind." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"In terms of the kinds of content, there's no one size fits all. B2B buyers want a more human tone of voice in the content they're seeing." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"Buyers tend to prefer connecting with a personality, whether that's an executive or a subject matter expert within the company, more so than the faceless brand." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"If you're only focused on selling or describing a product, typically buyers are going to see through that very easily." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"Companies that take the time to invest in the planning and generation of smart content that is original certainly outperform." - Joe Kingsbury, Managing Director, Business Marketing, Edelman
-
"Content marketing is more on the artistic side of marketing, there's always a blend of art and science." - Benjamin Shapiro, Host, MarTech podcast
- Part 1Is there too much B2B thought leadership? — Joe Kingsbury // Edelman
- Part 2 Why your content doesn’t stand out — Joe Kingsbury // Edelman
- Part 3Does 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.
-
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.
Play Podcast
