Leads naturally will follow thought leadership

12/23/2011 | B2B Digital Marketing

Thought leadership and content marketing are fundamentally at odds, writes Eric Wittlake. B2B marketers should not expect the sort of wide distribution thought leadership demands from a content-marketing program requiring users to subscribe to view the content. That's not to say one can't generate leads from thought leadership -- great thought leadership often is a door opener, gaining the company name recognition and respect and eventually generating registration, he notes.

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