92% of B2B purchasers and influencers would engage with a sales representative who posses thought leadership (LinkedIn survey of 1,500 B2B purchasers and influencers, September 2014). Let’s face it: We’re all interested in dominating and leading in a market. Nobody sets out to just achieve incremental gain. So where to begin?

Citrix and /newsrooms have partnered across North America to build a social media-driven content marketing program called The Innovator’s Guide to the Future of Work. It has become a framework for continuous testing and learning in order to draw in GoToMeeting’s target audience of startups, entrepreneurs and SMBs. What started as a Twitter chat in Canada has evolved into a program that has dominated the topic and now draws international audiences.

The Innovator’s Guide to the Future of Work tracks user behaviours, interests, and audience profiles. Once we understand those along with the challenges the audience face, content can be tailored to attract the target audience and ultimately to analyze and start to identify triggers that can be used to drive product trial, use, and purchase.

This framework is built for social media, it’s journalistically driven, and informed constantly by data. Marketers + journalists working together can build trust and authority with an audience to achieve measurable business results.