Are you trying to develop a content and social media strategy to foster thought leadership for your organization?
Traditional marketing attribution is all about dashboards and metrics and how inbound affects the bottom line. But thought leadership, says Ashley Faus, is a different beast. It can’t be measured using traditional methods.
“Thought leadership is about trust and affinity,” says Ashley on the latest episode of Marketing Smarts. “You can drive those and measure those in different ways, depending on the audience, the platforms, the person. But if the ultimate outcome that you are measuring in the short term is some sort of revenue or sale, you’re not doing thought leadership.”
But if you can’t measure thought leadership using traditional attribution and it’s not focused on making a sale, how do you know your content is having an effect at all?
Sometimes rabid fans come out of the woodwork. Host George B. Thomas relates an anecdote in which he sent what he thought was a “ho-hum” New Year’s email only to have someone reply and convert for a huge amount of money. Ashley talks about someone who took the time to screenshot, download, link, and put all of the content that she had created into a folder so it would be easily accessible. “Where does that show up in the dashboard?” Ashley quips.
RESOURCES
🔑 Join the MarketingProfs community: https://mprofs.com/mptoday
👂 Listen to the original podcast episode: https://www.marketingprofs.com/podcasts/2023/48842/content-and-social-media-strategy-thought-leadership-business-growth-ashley-faus-marketing-smarts
🗞️ B2B News: https://searchengineland.com/b2b-content-marketing-examples-427562
📝 From The MarketingProfs Blog:
🔹 https://www.marketingprofs.com/articles/2021/45572/so-you-want-to-be-a-thought-leader-a-framework-and-guide-for-your-thought-leadership-strategy
🔹https://www.marketingprofs.com/7/online-thought-leadership-transforms-trusted-resource-scottdm.asp
💡 Community Spotlight:https://www.linkedin.com/posts/ijacksondesign_ai-for-content-creators-online-marketing-activity-7069345183158439936-NI85?utm_source=share&utm_medium=member_desktop
https://www.marketingprofs.com/events/ai-for-content-creators/home/sa/
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