emphasizes the importance of understanding your business, ideal customers, and creating a content strategy to drive business outcomes while providing value to the audience. They discuss the role of executives and salespeople in thought leadership, suggesting that it's not limited to the C-suite and can include sales representatives.

Purna breaks down content marketing strategy into its three core areas: understanding the business, ideal customers, and building a strategy that balances key messages and distribution channels. She also has some great advice for brands whose content marketing efforts may be restrained by the need to metaphorically "herd cats" within the organization. Purna suggests focusing on different stages of audience awareness rather than traditional funnel stages and adapting content accordingly. She recommends repurposing content to reach different audience segments.

Kevin and Purna discuss the role of executives and salespeople in the effort to build organizational thought leadership, suggesting that it's not limited to the C-suite and can include sales representatives. She advises that one best builds thought leadership by starting with a limited number of active and passionate employees and working out from there. She has some excellent advice for anyone seeking to create audience-resonant content from trade shows or other events. She, like myself, agrees that repurposing content for different channels and contexts is a useful tactic that can maximum content impact.

Purna has been following the AI revolution from a content marketing perspective for some time, and she's clearly optimistic about lies ahead, but believes that one should not become overly enamored by the technology itself. She notes that "We've seen the power of what AI can do to empower the human, which is really the key."

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