Little boys and girls in ancient Athens and Renaissance Florence grew up wanting to be philosophers and Humanists, respectively. "But now a new phrase and a new intellectual paragon has emerged to command our admiration: The Thought Leader." David Brooks wrote these words in a recent New York Times column, mocking this new breed of public intellectual as people who are "not armed with fascinating ideas but with the desire to have some."
Brooks is not alone in his disdain for thought leadership, and its close cousin, content marketing. For nowadays, everyone seems to be in the content marketing game, but to what end?
In today's lesson, Tom Stewart explains how content marketing takes thought leadership and puts it in play—cuts it up, makes ideas “snackable,” puts them “out there” so that someone (i.e., you) will be intrigued enough to want to learn more and, eventually, buy something.
While it's easy to be cynical about content marketing, Stewart demonstrates how it’s nonetheless wise to look for its value.