This is powerful statement. Not only for Thought Leadership marketing activities but for the overall marketing strategy:
The model needs transforming Pledging to do more with social media isn’t the answer. What we need to be telling the business is that we’re going to transform marketing completely. Getting into social media really means getting into publishing. It means creating a constant stream of idea-based content that keeps buyers interested and engaged. That’s hard, and it means a real shift in skills for many marketing departments.Chris Koch, Chris Koch’s B2B Blog, Jan 2010
You should read the whole article.