Give it all away! How thought leadership works in today's digital world

A colleague of mine, Sharon Suchoval (@sharonsuchoval) is reading "The Marketer's Guide to Slideshare" by Todd Wheatland. 

Sharon shared the following excerpt from the book with our marketing team today. I found this excerpt to be particularly compelling - and true - for those of us who work in business-to-business marketing, especially now, in this much more digital marketing age. You'll see this same sentiment echoed in the "Youtility" content marketing concept developed by Jay Baer and others who are particularly adept at what it takes for a brand to resonate in content marketing today.

Give away - generously - the core of your knowledge and expertise. Create visibility and a following as a result. A small percentage of that following will have the interest and resources to ask themselves, ‘If I’ve gained so much from all this amazing free stuff, imagine how incredible the paid stuff must be.’ This is essentially a template for marketing in the digital era.
— Todd Wheatland, The Marketer's Guide to SlideShare: How to Build Your Brand, Generate Leads & Create Opportunities

Photo courtesy of Matthew G (Flickr)