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It was 2021, we’re deep in the pandemic and deep, deep in Zoom world, and I had an epiphany. The debrief was dead. There was no drive to and from the meeting. We didn’t even get the chance to walk down the hallway to the conference room together. We hurriedly clicked, joined, and started our on-screen conversations. And while I can’t bring back in-person meetings to the pre-pandemic level, I can encourage our team and others to see the value of the debrief. What went well? Where did we whiff? How did we fail? Yes, the f-word: Failure.

What do Dr. Jen Welter, the first female NFL coach, and Eckhart Tolle, a spiritual speaker and author, have in common? Expertise. Credibility. Influence. All aspects of a sought-after thought leader. Relating to marketing, we hear the term “thought leadership” thrown around in a lot of meetings. But it’s not just another buzzword. Engaging experts in your organization and elevating their voice to build brand recognition is an effective strategy.

Sometimes marketing can feel like a show-and-tell activity. Instead of only focusing on telling prospects about your product or service, you can utilize case studies to show real-world results. Learn why incorporating case studies into your content marketing mix is essential to establishing expertise.