The folks at ITSMA have shared a simple and powerful example from GE Healthcare of the power of understanding what issues clients and prospects are focused on and how they want to engage around those issues when it comes to thought leadership marketing.
It can be challenging trying to figure out which issues to focus on and how best to deliver your insights to your target clients and prospects, so if there is one takeaway from the GE Healthcare example it’s that the best approach to figuring it out is simply to ask. In our view, the process of engaging with clients and prospects before and during the creation of thought leadership can often be more valuable than the thought leadership that results.
What’s your process for developing the focus and approach of your thought leadership programs? How you do engage clients and prospects in that process?
Action & Discussion Points
- Have you clearly defined your target clients and prospects for each thought leadership program?
- Have you asked them what their issues are?
- Have you asked them how they want prefer to engage with thought leadership?