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Chris Koch

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Why bother with thought leadership? Five questions and answers.

Chris Koch

Thought leadership marketing is based on the academic research publishing model, in which academics created journals built around a peer review process. They review submissions from other academics in the field and approve them for publishing in the journal. The journals have boards made up of top academics in a given field.

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Why our thought leadership is broken

Chris Koch

All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. A wall existed between publishers and advertisers. Let me explain. What’s the point?