Essentials of Thought Leadership and Content Marketing is a comprehensive, practical, step-by-step guide to achieving content marketing success. What's the connection between thought leadership and increased sales? Consistent strategy. Thought leadership and content marketing can be powerful tools for your business, but to use them to their fullest potential, you need to have a plan. Essentials of Thought Leadership and Content Marketing helps you create a comprehensive and rigorous content marketing strategy in which every piece works together to meet your business goals. Comprehensive, results-oriented, and practical, Essentials of Thought Leadership and Content Marketing covers every aspect of content marketing: researching customer needs; identifying your company's areas of expertise; generating thought leadership articles and other content; communicating content through email, social media, web marketing, and traditional media; evaluating response; generating sales leads; and measuring results. More important, Essentials of Thought Leadership and Content Marketing shows how to coordinate these strategic elements to an overall plan. Interviews with business leaders and case studies show how content marketing concepts work in the real world. AUTHOR: Paul M. Kaplan has worked in marketing for over fifteen years, focusing on content marketing and thought leadership, digital media, and product strategy for industry-leading companies, including Barnes & Noble, Inc., American Express, Broadridge Financial Solutions, and McGraw-Hill. SELLING POINTS: . Shows how to increase sales: This book shows how to use content marketing not merely for branding or increasing customer awareness, but as a practical tool for developing sales leads and increasing sales. . Practical, not theoretical: "Essentials of Thought Leadership and Content Marketing" isn't an academic or general description of content marketing, but a concrete, practical guide to using content marketing to build your business. . Comprehensive, step-by-step, easy-to-follow guide: This is the one book that puts all the pieces together and shows readers exactly what to do to build a successful content marketing strategy.