Overview of a few select brands that are creating exceptional content as a part of their marketing efforts:
...we've compiled a starter list of B2B companies that create killer content on a regular basis to keep prospects coming back to their website and engaging with their business. Still think your company is too boring to create compelling content? You might want to think again.
The term was coined in 1994, by Joel Kurtzman, editor-in-chief of the Booz, Allen & Hamilton magazine, Strategy & Business. The term was used to designate interview subjects for that magazine who had business ideas that merited attention. Among the first designated "thought leaders," were British management thinker, Charles Handy, who advanced the idea of a "portfolio worker" and the "Shamrock Organization", Stanford economist Paul Romer, Mitsubishi president, Minoru Makihara, and University of Michigan strategist, C.K. Prahalad, author of a number of well known works in corporate strategy including "The Core Competence of the Corporation" (Harvard Business Review, May-June, 1990); and his co-author, Gary Hamel, a professor at the London Business School. And at the turn of the millennium Chris Harris in his trend leading insight book Hyperinnovation. The first treatise to begin the address a rapidly interconnecting, growing, technologically innovative world.
Since that time, the term has spread from business to other disciplines and has come to mean someone who enlivens old processes with new workable ideas. As a result, there are thought leaders in the sciences, humanities and in government. This term can also be applied to an organisation or company.
According to commentators such as Elise Bauer, a distinguishing characteristic of a thought leader is "the recognition from the outside world that the company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates."
Traditionally, we thought of [content marketing] as thought leadership, big stuff.In Content marketing becoming vital
Without doubt different firms can occupy different thought leadership positions, I don't think it has anything to do with firm size, rather it has a lot more to do with the values and the culture of the company.Craig Badings in Thought Leadership Style Hinges on Organizational Values, Leadership
