the evolution of thought leadership in content marketing, wtf uk is content marketing, november 2016
TRANSCRIPT
T H E E V O L U T I O N O F T H O U G H T L E A D E R S H I P
I N C O N T E N T M A R K E T I N GC H R I S G O R E L L B A R N E S
‘ C O N T E N T M A R K E T I N G I S A S T R A T E G I C M A R K E T I N G A P P R O A C H F O C U S S E D O N C R E A T I N G & D I S T R I B U T I N G V A L U A B L E , R E L E V A N T & C O N S I S T E N T C O N T E N T T O A T T R A C T & R E T A I N A C L E A R LY D E F I N E D A U D I E N C E , A N D U LT I M A T E LY, T O D R I V E P R O F I T A B L E C U S T O M E R A C T I O N ’- C O N T E N T M A R K E T I N G I N S T I T U T E
B O B H O F F M A N : T H E A D C O N T R A R I A N
“ L I K E M O S T P E O P L E , W H E N Y O U H E A R S O M E G E E K A Z O I D YA P P I N G A B O U T ‘ C O N T E N T ’ Y O U P R O B A B LY P R E T E N D T O K N O W W H A T H E I S T A L K I N G A B O U T. B U T Y O U D O N ’ T. A N D H E R E ’ S T H E R E A L LY C O O L T H I N G - N E I T H E R D O E S H E ! ”
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C A M PA I G N C O N T E N T
P U B L I S H I N G C O N T E N T
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C U LT U R E C O M M E R C E
B R A N D S H AV E T O S T O P I N T E R R U P T I N G W H AT P E O P L E A R E I N T E R E S T E D I N A N D B E W H AT P E O P L E A R E I N T E R E S T E D I N
T H I N K A U D I E N C E F I R S T
C U LT U R E T O C O M M E R C E
D ATA & T E C H N O L O G Y
T H A N K Y O U