Most people are familiar with the term "content marketing" as it relates to thought leadership. But what is "content business development?" Recently referenced by prior guest Adrian Lurssen of JD Supra, this is (as the name suggests) content that lives and operates further down the sales funnel.

To be specific:

Refresher course: What is a sales funnel?

How content and thought leadership now operate across the entirety of the sales funnel.

How can lawyers use various formats of content for business development purposes, in addition to its marketing uses?

A handful of specific examples of content being used as business development tools for listeners to consider.

An invitation, not a solicitation. The offer, not the cold call.

How should attorneys and law firms be thinking differently about their content marketing strategy in 2020?