Most of us in B2B companies know that the sales cycle can be quite long and involved because of the complexities of the decision making process. Getting that conversation started can many times be half the battle. Due to the nature of that process, thought leadership plays an even bigger role in the B2B content strategy.
Many organizations don’t seem to see the value in thought leadership, but those who do know that you need to market thought leadership itself. Why? Because it is its own product inside your company. It is an invaluable commodity to your marketing, PR and sales team. It drives engagement with customers and prospects and its ultimate goal is to inspire companies to take the next step with you.