So, there’s a data scientist who works for you company. She has several patents, speaks at industry conferences and is a frequent contributor on the company blog. At times, she’s referenced in the media about her award-winning work in AI and Machine Learning.
She decides to write a blog post about the future of artificial intelligence. She posts it on her personal LinkedIn blog & then shares it on her social media channels. Her followers – other data scientists, engineers, developers and IT leaders read the post, comment on it, and provide their own unique perspective on the topic. They share it.
Eventually, Google indexes here content. 💯The rest of market reads it, they ask their work colleagues about it and then they share the blog post internally with their IT leaders.
The marketing team realizes how successful the blog has been and decides to repurpose it into a white paper or eBook. It’s gated on the web site. Added to Slideshare. Shared from company-branded social channels. Suddenly the potential for a slew of new leads are on the table.