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Powershift
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"First, it’s important to understand just how your audience gets to the point at which they find you credible enough to be a thought leader. And sure, regular articles at credible publications or an established industry leadership position are great tools, but not nearly every company (or marketer) can boast them."


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There is more to being a thought leader than creating a content strategy. Besides planning topics that revolve around business principles and customer preferences, the content has to inspire.

For that to be possible, you need to understand how ideas can evolve to meet demands and mould them into content that can make your business an authority. So get comfortable sitting in that awkward position and steer old conversations into new directions. As E.F Schumacher said:

“Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius—and a lot of courage to move in the opposite direction.”

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When you envision a thought-leader, what first comes to mind?

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The brands that top the Index excel at defining what they stand for, maintain a ruthless and coherent focus on their credentials, and share very high trust ratings. At a time of economic crisis when consumers question corporate motives , following their examples and focusing on the five qualities of thought-leader companies is a path to building trust in your brand.

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Investment in content marketing could triple in the next few years as more and more B2B marketers adopt it as the main ingredient in their marketing mix.

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Marketing has always been about communication, but the expectations and responsibilities of those communications are changing as rapidly as the new marketplace. A well-planned inbound marketing strategy answers the dilemma of how to authentically communicate with new buyers who are self-educating and independent.

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"Creating a reputable personal brand takes more than a few tweets. You need to actively engage in industry discussions – not in a promotional way, but in a manner that adds value across multiple platforms."

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The figure comes from a Bank of England study into the potential impact of widespread automation in different industries. 
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