Thought leadership strategy

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“Personalisation, needs-based, predictive — 2015 was the year when these terms featured in almost every piece of thought leadership. Over the next 12 months, we’ll see producers of B2B content apply these attributes to their own work: designing research and content programmes that are flexible enough for readers to pick and choose what matters most to them. This means crafting the user experience as well as the words.” – Sean Kearns, Managing Editor

Digital will move from style to substance

“Digital is nothing new, of course. We all recognize that thought leadership is gradually evolving from the days of the long-form PDF and printed report to a more modular, digital-first way of publishing content. Yet it remains surprising how few really good examples there are of digital thought leadership in B2B marketing. All too often, there is an issue of style over substance.

The package looks good, is interactive and bears all the hallmarks of a ‘digital’ report, but scratch bahamas mobile phone numbers database beneath the surface and the content does not always live up to the hype. We think that 2016 will be the year that good content and good digital execution starts to come together for the first time.” – Rob Mitchell, Co-Founder

Brave brands will excel

“We constantly hear that companies want to be provocative with their thought leadership, yet often the final messages get watered down by nervous stakeholders concerned about upsetting the apple cart. In today’s uncertain markets, audiences are looking for genuine thought leaders with the courage to stand by their convictions. Companies that are bold enough to raise their head above the parapet will have the biggest impact and receive most credit from their audience in 2016.” – Joe Dalton, Senior Editor