STEP TWO: PRODUCTIZE CONTENT ASSETS The next step is to assemble, repackage and create “channel ready” content that directly supports your Thought Leadership strategy. A Thought Leadership Program needs to be based on a portfolio of well thought out content assets that can be effectively delivered through your sales, marketing and media channels. Thought Leadership Assets can include original research reports, case studies, assessment tools, infographics, or videos to convey ideas and insights to customers. The Content Architecture outlined on the prior page can help you define and prioritize exactly what thought leadership content assets are needed to fuel your program. To get started, inventory your marketing content to identify existing assets that can help drive customer engagement and improve sales effectiveness. From there you can identify content gaps where you need to repackage, source or create content to effectively support your sales and marketing channels. Orchestration of Thought Leadership Assets Across Channels Thought Leadership Selling Page 12 © Revenue Enablement Institute 2022