If your thought leadership content truly leads, then it should guide your prospects down the funnel. Welcome to Marketing Facts & Hacks. Most marketers spend countless hours on thought leadership, but few can prove its impact on the customer journey. We'll show you how it's done, but first, let's get the facts. A LinkedIn and Edelman study found that 54% of C-suites, but even more interesting, 73% of these decision makers view thought leadership as the best way to assess a company's capabilities. More than traditional marketing like product sheets. More than traditional marketing like product sheets. But here's where it gets tricky. Only 48% say that the thought leadership they read is actually good. At Magnolia, we believe that good content is strategic. By strategic, I mean that every piece of content supports specific marketing objectives like changing audience behavior, like changing audience behavior, boosting return visitors, or increasing form fields. Building a thought leadership engine isn't about throwing out random ideas and hoping they'll stick. First, you have to write expert content, since your prospects are likely doing a lot of research and want to learn something they haven't heard before. And second, be served with this content at the right moment. And hopefully, they will take the next action. It's a lot of planning, but it pays off. As content marketing generates three times as many leads as traditional marketing and costs 62% less, according to the amount metric. You have to approach thought leadership by first laying the right foundation for your strategy. And to help you do that, we've brought in Eliana Atia, Group Content Lead at monday.com, who's absolutely crushing in this space. Eliana, give us your hack. Hey, Vanessa. So my number one hack for building a content strategy that actually ladders up into your business goals is this. As you can imagine, it'll start with your business strategy. So what do you want to accomplish, let's say, in this next year? And then two, you have to know who you're talking to. So who is your audience? And how do you want them to understand who you are as a brand? The third is distribution. So once you know who that audience is, where do they consume content? What distribution methods? Do they trust? And where are they spending their day to day? What are they reading? Four is KPIs. So how are you going to measure the success of the strategy that you're building? You want to finish, let's say, that video series or that ebook and feel like you know if you did a good job or if there are things to improve on. And the last is messaging. So you know what your business strategy is. You know who you're talking to. You know how you're going to measure success and you know what you want to say to them. Now, what do you want them to understand about your brand? What kind of gaps can you close for that target audience? So those are my main hacks and good luck. Thanks a lot, Eliana. Getting granular about strategy will keep your thought leadership content valuable to your prospects and move them down the funnel faster. So before you write your next set of thought leadership content, head to our show page or the comment section to download Eliana's checklist for content strategy. Thanks for watching and join us next time on Marketing Facts and Hacks, where we discuss how to make LinkedIn your secret weapon for lead generation. See you soon.