Essential "Reading" for Marketing & PR - McKinsey Study Ulysses Content Strategy

FOR B2B MARKETING & PR, THIS STUDY IS ESSENTIAL READING:
McKinsey study says B2B marketing and PR are wasting their time and money branding firms to themes that don't matter.

THE THEMES THAT MATTER
#1: Honest and open dialog with customers, 0% of top 90 B2B companies address this
#2: [covered in future post], 4% address
#3: Has specialist expertise, 36% of top 90 B2B companies address this

COMBINE THOSE
how do we project "honest and open dialog" that demonstrates "specialist expertise" = video.

A thought leader's face and reputation on video is a guarantor of authenticity & sharing specialist expertise is each video's goal

#ContentStrategy #ContentMarketing #ThoughtLeadership