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Why Thought Leadership is More Than a Content Strategy

Posted on February 19, 2014 by Glenn Gow

A common challenge within many marketing departments is figuring out how to deliver great results with a tight marketing budget. Many of us are  guilty of “the grass is greener on the other side” mentality – thinking enterprise companies and brands have it easier because they have unlimited budgets. Wrong. 

On this episode of Moneyball for Marketing, Torsten George shares his expert insight on how to compete in a sea of big fish and do marketing right by leveraging creativity and your access to people. Key points include:

  1. Build a foundation for your brand by creating buzz. The emphasis is on the right type of awareness: in the public mind you want to be perceived as  somebody who is very entrenched in the pains that exist in your market. 
  2. Product marketing plays a big role in thought leadership. To become an expert and knowledgeable person for your market you need to understand what drives your buyers. Once you gain this understanding, you can give advice without pitching your product. 
  3. Repurpose content to target a wider audience. Use one content element and turn it into different vehicles with slight variations. The core message remains the same but you’ve created an article, webinar, whitepaper, or turned your content into a speaking engagement to reach different audiences. 

What are some ways you’ve adapted to cuts in your marketing budget? How are you working towards becoming a thought leader in your industry? Share your thoughts below!


Torsten George is the Vice President of Worldwide Marketing and Products at integrated risk management software vendor Agiliance.  Torsten has more than 20 years of global information security experience.  He’s a frequent speaker on compliance and security risk management strategies worldwide.  Torsten has held executive level positions with ActivIdentity, Digital Link, and Everdream Corporation.  He holds a Doctorate in Economics, and a Master of Business Administration in B2B Marketing and Business Strategy.
Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

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