Thought leadership/research-based demand gen content
To create content (often gated) that drives awareness, preference and builds pipeline.
key questions answered
What topics and themes are of most interest to your target audience?
Which topics do you have permission to credibly speak on?
What narratives will elevate the perception of your brand?
What research-driven content assets can you use to capture contact information and build top of funnel?
paradoxes approach
Quantitative surveys
Maturity models
IDI’s & focus groups