The Covid-19 pandemic was a topic too big for thought leadership to ignore.
Brands needed to respond and provide expert guidance to their clients and audience, and thought leadership provided the perfect platform. Companies around the world started to use their B2B content to reassure and reaffirm. But as the crisis changed the direction of thought leadership, new challenges emerged: how do I balance my messaging; what is the right level of communication; and what does my audience want to know?
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The political leaders who have been praised for their responses to the Covid-19 pandemic have a few crucial things in common: they have shown empathy, acted decisively and communicated consistently. Above all, they have been visible.
Based on conversations with clients and our collective thought leadership experience, we explore what the crisis means for B2B marketing and content professionals – and what we can learn from the biggest story of our lives.
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How should brands communicate with their customers during a crisis
Why distinctiveness is key for brands navigating a content overload
How to avoid off-key content during the coronavirus crisis
A webinar series from the Thought Leadership Network
During the first months of the pandemic, the Thought Leadership Network hosted a series of online events, convening some of the brightest minds in B2B marketing to answer the burning questions.
The crisis is not over, but audiences have realised that the Covid-19 virus is something that they will have to live and work through. Brands need to do the same, and they need to adjust their content and their messaging accordingly.
By realising that they will have clients at different stages of recovery, brands need to develop messaging for multiple buyer groups and focus their efforts on those they really want to hit. This is not the time to attempt to target everyone.
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Business audiences are seeking insights to help them navigate towards recovery. You’ve moved beyond providing day-to-day reassurance for your customers and employees. Now you must be ready to give your customers a distinctive and compelling vision for the post-crisis world. But how?
This ebook provides new thinking and practical advice on why leading brands must rethink their thought leadership to stay ahead in a fast-moving market.
Crisis marketing: Five traits that will change the way brands communicate through a global emergency
A topic map for senior business leaders
What We Do
Post Covid-19 crisis, thought leadership topics that will dominate in B2B
Need help developing the right content strategies and messaging to make a positive impact with your customers? Get in touch to find out how we can help.Book a strategy call