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Is your thought leadership strategy using research wisely? It's not about proving your intelligence to customers, but rather about moving beyond "showing off" and actually providing something of value...
According to CMI, 57 percent of marketers feel publishing original research is an effective content tactic. But let’s be frank, much of what passes for “research” is just a small cut above a Survey Monkey experiment led by your summer intern (no offense to hard-working summer interns).
Tellabs happens to do original research well. Really well. And George Stenitzer, CMO of Tellabs, did not disappoint when we asked him to talk about Tellabs’ success using original, robust original research as part of its thought leadership strategy....
This is an excellent post about building thought leadership. George Stenitzer's concept of thought-provoking content really resonates and should be the foundation for every thought leadership and curation strategy. Excellent read!