New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Thought leadership pieces built around niche content can help in inbound marketing.

This piece says that unique thought leadership content can help brands build familiarity with their audiences. Readers who can identify an individual’s work can feel a human connection with the content creator, resulting in better conversions rates.

Brands should keep their thought leadership content educational and entertaining and have the appropriate CTAs for better engagement with the audience. Marketers can develop better publishing practices by figuring out the audience activities and patterns and maintaining a steady flow of content.

The author contends that marketers should rely on experts of the industry to create content rather than generic content that doesn’t add much value. Marketers can create successful thought leadership pieces by finding the "content trigger," an overlap in audience demand and industry expertise.

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[4 minute read]

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