If you spend an entire first date talking about yourself, you likely won’t have a second date. The content marketing world is no different. You won’t continue to court a potential customer if your company talks endlessly about its products and services right out of the gate. To develop strong customer relationships, companies need to find out who their customers are, demonstrate an understanding of their pain points, and share appealing content at the right time.

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.

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.