Empathy Is the Root of Good Communication
Marketing and communications ask us to step outside our own perspective and into someone else’s. Who are you speaking to? What are they trying to
Marketing and communications ask us to step outside our own perspective and into someone else’s. Who are you speaking to? What are they trying to
Expert-led content—content rooted in people’s knowledge, experience, and skills—sounds deceptively simple to produce. You identify experts within your organization, capture their insights, and turn them
The very qualities that make expert-led content so powerful can also give companies pause about outsourcing it. Outsourcing general marketing content often feels like a
If you’re a marketing or communications leader, you’ve probably felt the pressure to make thought leaders out of your executives and internal experts. For some
Expert-led content—content that is substantive and grounded in expertise—is a powerful way to earn attention and build trust with your audience. When we talk about
Thought leadership is a buzzy term, and there’s no denying that it’s earned that status. Sophisticated buyers want sophisticated content that respects their time and
Sophisticated buyers want to read sophisticated content, and they’re actively looking for it. According to a report by Edelman and LinkedIn, 54 percent of B2B
Consumers crave it. Marketers obsess over it. Brands want to be known for it. “It” is thought leadership, the combination of real expertise, original thinking,
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