Content has become the focal point of marketing, whether in the form of blog posts, social updates, emails, web pages, text messages or mobile apps.
To excel in B2B content marketing, you need a solid understanding of your buyers combined with subject matter expertise. Marketing research will get you halfway there, but you need your subject matter experts to go all the way.
That’s why thought leadership is such a logical extension of content marketing—it positions your company, and its employees, as experts through the production of high quality content. Here’s how to develop your internal thought leaders.