Thought Leadership: How to Build It Effectively

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

IDG Connect Research

To be considered a thought leader is easier said than done. Tech marketers sometimes mix educational content with transactional information that is more promotional than educational. But, your prospects prefer the two to be separate with IDG Connect research showing buyers look for competitive comparisons, product/service data sheets, evaluation or trial versions, independent opinion/viewpoint, and demonstrations.

IDG Connect suggests a digital content creation strategy that emphasizes creating the source essence of assets that can be leveraged into different rich media that are tweaked slightly to target different buying team members whether technical, financial, or business colleagues. With that approach less content needs to be tailored for individual stakeholders and the bulk of the assets can be reused.

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