Faced with an explosion of content from publishers, brands and agencies, business executives are becoming more selective of their trusted sources, relying on those that can provide insights that are transformative, innovative and credible. To explore the role of thought leadership in today’s marketing mix The Economist set up an expert Advisory Board and polled more than 1600 marketers and senior executives worldwide. The results suggest that thought leadership offers big rewards for those who get it right, but executives may face several challenges that can interfere with establishing a sustainable and successful approach. This session will unpack their cutting edge findings.

After this session, you’ll be able to:

  • Know what content works best for the B2B client and why
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Be the go-to source of content for executives in your org
  • Develop a new distribution, format and cadence framework to reach your target audience