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Explore our updated thought leadership and enterprise content marketing guides, packed with new insi
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Explore our updated thought leadership and enterprise content marketing guides, packed with new insights and examples.  â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â --------------------------------------------------------------- On the blog this week, we updated two popular articles with a flurry of new insights: 1) a seminal piece defining thought leadership content and 2) a guide on running an enterprise content marketing program. As content practitioners, it's important we practice the fundamentals. Take a read through both pieces and get reoriented. âTy Magnin --------------------------------------------------------------- ðï¸ [Everybody Wants Thought Leadership Content. But How Do You Do It, Exactly? (2024 Update)](â Done right, thought leadership content is the most powerful tool for differentiating your brand and building audience loyalty. But many companies struggle with the "done right" part. Our updated guide breaks down what thought leadership content is (and isn't), explores the business benefits it offers, and shares strategies for sourcing the insights that fuel it. Here's what's new: - A deeper dive into the five types of thought leadership content, with fresh examples and insights on how to use them.
- An expanded section on who should pursue thought leadership content, with advice on assessing your brand's unique POV and expertise.
- Updated guidance on working with partners to extract and package thought leadership insights based on Animalz's latest experience and approach.
- A future-focused perspective on the evolving role and impact of thought leadership content in 2024 and beyond. Lessons From Updating Our Thought Leadership Guide The refresh process of this article highlights the challenges and opportunities of updating a classic. Ryan Baum worked on updating Katie Parrott's original piece. He had to balance preserving the distinctive voice of the 2020 version while adding advice and relevant examples for 2024. Katie reflects on his refresh in [a LinkedIn article](: "Ryan's take on the topic is much more commercially oriented than mine wasâmuch more focused on how thought leadership content can drive results. My bias was toward thinking about thought leadership through the lens of writing as a craft; Ryan looks at it through the lens of marketingâwhich, at the end of the day, is what thought leadership, and indeed all content marketing, is there to do." To fully appreciate this piece's transformation, read it alongside Katie's analysis of the refresh process and the original (linked in the article). â[Read the updated thought leadership content guide](â --------------------------------------------------------------- ð¢ [How to Run an Enterprise Content Marketing Operation (2024 Edition)]()â Content teams at large companies face unique challenges and opportunities, from navigating organizational complexity to supporting multiple lines of business. "Content marketing" takes on a whole new meaning at the enterprise level. We reached out to enterprise marketing leaders for their insights on managing content at scale: - Sonja Jacob (athenahealth, Meta, Hubspot) discusses building long-term relationships with vendors so that outsourced content still captures a brand's unique voice. She also talks about balancing her own content goals with supporting the broader marketing organization.
- Megan Morreale (Reddit, Taboola, monday.com) predicts a future where content marketing splinters into specialized roles and shares advice for getting attribution right.
- Sean Blanda (Crossbeam, InVision, Behance) emphasizes aligning content strategy with business objectives and securing a clear mandate from leadership. He also shares his experience in structuring teams to balance supporting other departments with proactive initiatives.
- Ty Magnin (Animalz, UiPath, Appcues) explains the tiered system his team used to field and prioritize content requests across the org during UiPath's journey from $43M to $1B+ ARR. If you're in charge of content marketing at a large company, you donât want to miss how these leaders structure their teams, prioritize requests, and measure success. â[Discover how the best in the business manage content at scale]()â --------------------------------------------------------------- â»ï¸ [Content Refreshing: How to Win Traffic by Updating Old Content](=)â If you're inspired to refresh your own content library but don't know where to start, check out the evergreen Content Refreshing: How to Win Traffic by Updating Old Content. The article guides you through identifying refresh opportunities, updating strategically, and relaunching pieces for maximum impact. --------------------------------------------------------------- Need help building a world-class content operation?
âWe've helped some of the most innovative companies create content programs that drive growth. Let's discuss how we can do the same for you. [Let's talk!]()
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