Author: Mat Zucker

Mat Zucker is digital partner at Prophet, leading the digital discipline with a focus in strategic marketing, communications, content strategy, and customer experience. He is co-author of Altimeter’s Key Elements of a Unified Content Strategy and is a contributor to Forbes CMO Network. Follow him on Twitter @matzucker.

By matzucker published July 9, 2018

Don’t Forget the Leadership in Thought Leadership

dont-forget-leadership-in-thought-leadershipMany brands recognize the critical need for strategic thought leadership content to sit alongside product- and purpose-oriented messaging – content that establishes the brand as an authority in a specialized field or a line of business and deeply engages decision-makers.

However, a gap exists between what brands are doing and what they need to do to achieve authority status, cut through the clutter, and better define their space or special sauce.

Reviewing more than two dozen brands’ thought leadership content, mostly in B2B, three issues reveal themselves that need to be resolved:

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By matzucker published April 6, 2018

5 Steps to Strategically Reboot Your Brand’s Content Marketing

reboot-brand-content-marketingContent is a brand’s currency to demonstrate relevance and, with emerging channels and interfaces like chat and voice, it’s bringing brands closer to their customers. But to succeed, company-driven content needs a more strategic approach that rebuilds a brand’s foundational and experiential elements.

Here’s the formula to strategically evolve your brand communication:

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