Original content should be about delivering value to customers through mutually relevant and beneficial knowledge. This is not content curation or social media sharing. Companies that want to be thought leaders need to determine what “knowledge” will help their customers transform their business and take ownership of that knowledge area. The following material is an overview of the methodology of how to define an organization’s “knowledge”and bring to life through an integrated marketing campaign and some of the results my teams or clients have obtained.
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