Social Media Week Lagos 2019

Thought leadership used to be really great. Thought leaders offered informed opinions and proprietary knowledge in their field of expertise. Whatever they told us was gospel, until marketers and motivational speakers invaded their hallowed space, placing us in the middle of a believability crisis.

Today, marketing content are masked as thought leadership pieces, but they are not difficult to detect and might lead to the loss of potential customers who detest such trickery. To the marketers, it s just smart content marketing. Isn t that the latest hype in town?

However, thought leadership is still a whitespace and can still be very valuable in marketing and brand positioning if done right. Interestingly, you don t have to be big to win with thought leadership. Thought-led Content marketing can still help your organization achieve growth targets, but you have to do it right.

A FEW FACTS TO NOTE

Three out of five global executives sometimes feel confused or overwhelmed by the volume of content they encounter, with more than half noting that intrusiveness has increased.

Both executives and marketers agree that, on average, only a quarter of all the thought leadership content seen every day is engaged with, leaving much to go to waste.

After consuming compelling thought leadership, seven in ten share it via email and consume more from that same source; 76% are influenced in their purchasing decisions, 67% would be willing to advocate for that brand; and 83% are influenced in the choice of potential business partner.

More than 60% of marketers strongly agree or somewhat agree that internal alignment is a barrier to creating effective thought leadership.


Thought Leadership & The Changing Rules Of Content Marketing will examine:
- What thought leadership is and isn t
- The nexus between thought leadership and content marketing
- What drives thought leadership content consumption?
- The best ways to present and distribute thought leadership content - Value marketing
- Generating inbound leads through thought leadership
-Innovative distribution of thought leadership content

Participants should have a background in marketing, PR, Brand management, Corporate Communications or Advertising