A thought leadership program can provide a host of benefits as a multi-pronged marketing tool. By offering original insights and opinions on important themes that audiences care about (or should care about), brands showcase vision, leadership, and ultimately, empathy for their prospects and customers. We shared our insights on this topic in our first post in this series.

Advances in web technology, specifically the ability to collect and analyze content consumption data, promise more personalized and relevant digital experiences for customers. The inherent business value of this idea has led many B2B marketers to invest in website personalization and optimization initiatives. Yet despite this investment, organizations still struggle to effectively use data to achieve these goals.

"A wealth of information creates a poverty of attention."—Herbert Simon, Nobel Laureate

Simon’s 45-year-old observation will resonate with any demand generation marketer today. 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.

Behind all great brands are great stories. And behind all great stories is great content. Developing this great content depends on innovative ideas, unique points of view, compelling visual elements, and a distinct and consistent voice and tone—and that’s just naming a few key factors.

Since Tendo’s founding in 1999, we’ve always sent out a holiday message. It’s a way for us to step back from our day-to-day tasks and deliverables and thank our clients and friendos for their collaboration, their support, and frankly, their business throughout the year.

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. 

We've seen a tremendous amount of articles about the overwhelming rate of content production, the saturated information market that content gets dumped into, and the disillusionment with content marketing as a result. But here's the thing: That's actually good news.