Essentials of Thought Leadership and Content Marketing: Boost Your Brand, Increase Your Market Share, and Generate Qualified Leads

Essentials of Thought Leadership and Content Marketing is a comprehensive, practical, step-by-step guide to achieving content marketing success.

What’s the connection between thought leadership and increased sales? Consistent strategy. Thought leadership and content marketing can be powerful tools for your business, but to use them to their fullest potential, you need to have a plan. Essentials of Thought Leadership and Content Marketing helps you create a comprehensive and rigorous content marketing strategy in which every piece works together to meet your business goals.

Comprehensive, results-oriented, and practical, Essentials of Thought Leadership and Content Marketing covers every aspect of content marketing: researching customer needs; identifying your company’s areas of expertise; generating thought leadership articles and other content; communicating content through email, social media, web marketing, and traditional media; evaluating response; generating sales leads; and measuring results. More important, Essentials of Thought Leadership and Content Marketing shows how to coordinate these strategic elements to an overall plan. Interviews with business leaders and case studies show how content marketing concepts work in the real world.

The ideal book for marketers, advertising professionals, entrepreneurs, and anyone who works with content marketing—whether in B2B or B2C business, for-profit or nonprofit—Essentials of Thought Leadership and Content Marketing is a practical, step-by-step guide to achieving your content marketing goals.

Paul M. Kaplan has worked in marketing for over fifteen years, focusing on content marketing and thought leadership, digital media, and product strategy for industry-leading companies, including Barnes & Noble, Inc., American Express, Broadridge Financial Solutions, and McGraw-Hill. Kaplan earned a BA from Yale College and an MBA from Yale School of Management. He is the author of five previous books and lives in New York.