Why are companies investing in thought leadership marketing? How do you build a business case for such initiatives? How do thought leadership efforts support sales objectives?
These are some of the issues that Robert Rose addressed in my interview with him earlier this month at the first annual Content Marketing World conference in Cleveland, OH.
Rose is the co-author, along with Joe Pulizzi, of the new book Managing Content Marketing. Pulizzi and Rose are two of the big thinkers behind the Content Marketing Institute, a consulting and research organization committed to promoting smart strategies and best practices in content marketing. "This has become a huge trend," he argues. "Content helps us move prospects through the funnel in a much more seamless way."
Leadership plays a big role in business; aside from the quality of the employees in an organization, leadership mainly sets the direction and vision of the brand.
Posted by: MicroSourcing | December 07, 2011 at 09:05 PM