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We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

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Big Think’s contributors offer expert analysis of the big ideas behind the news.

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Content Marketing

The Big Idea for Monday, February 17, 2014

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. 

Perspectives

  1. 1 Sound Bite: Content Marketing and Its Discontents
    Tom Stewart SoundBite
  2. 2 Brand is Important, But What's on the Inside Matters Most
    Jack Myers In Their Own Words
  3. 3 Don't Be Lame
    Teddy Goff
  4. 4 Steve Rubel Explains Internet Marketing
    Steve Rubel
 

Content Marketing

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