thought leadership

Why thought leadership is a missed opportunity for B2B brands
Sep 25, 2024
Matthew Keegan

Why thought leadership is a missed opportunity for B2B brands

Edelman's global chair of business marketing, Joe Kingsbury, explains why thought leadership—when applied substantially—is the single-most important opportunity for B2B marketers to stand out.

Market oversaturated with poor-quality thought leadership: Edelman and LinkedIn study
Oct 4, 2021
Emmie Harrison-West

Market oversaturated with poor-quality thought leadership: Edelman and LinkedIn study

A report shows that the pandemic has triggered a sharp increase in B2B thought-leadership content, but below half of it is valuable to decision-makers.

OPINION: Thought-leading content is the Trojan horse for B2B sales
Sep 25, 2012
Craig Badings

OPINION: Thought-leading content is the Trojan horse for B2B sales

The ability to provide through leadership increasingly sets winning brands apart from their competitors, but, explains Craig Badings, director at Cannings Corporate Communications, there's a difference between thought-leading content and mere content.

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