We're in a world where everyone wants to be a thought leader. But what does it look like for your company to gain thought leadership? Lisa Gately from Forrester meets with us to discuss thought leadership – what it is, what it isn’t, and how to create a thought leadership campaign. According to Lisa, “Thought leadership is a social dialogue. It is an intentional exercise of knowledge, skills, and expertise to build awareness, elevate perception, and drive preference related to key issues that audiences care about.” Thought leadership is brand equity – but it’s not easy to achieve. Most thought leadership misses the mark because it doesn't provide a unique perspective on an issue, it's not prioritized with internal resources, and it's ultimately self-serving -- it's product or solution marketing -- not industry leadership.Lisa discusses how to diverge from our traditional way of thinking about thought leadership and build a thought leadership plan that's strategic, resourced, and meaningful. https://bit.ly/CMEPodcast Learn more about TREW Marketing https://www.trewmarketing.com Order the book! Content Marketing, Engineered https://bit.ly/contentmktgeng

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