The world of B2B marketing is always evolving, and content marketing trends aren’t exempt from the changes. For years B2B content has focused on establishing clients as thought leaders in their respective fields. What could be bad about that? We all want our clients to be a well respected and established presence in their field, right? Harvard Business Review shares why simply being a “thought leader” isn’t enough, along with 2 other content marketing mistakes to avoid.
Most marketers would describe their current content strategy as an effort to demonstrate “thought leadership” in their industry. CEB research, however, indicates that simply representing a “smart or expert perspective” has no significant impact on customers’ decision making.
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