According to management guru Dorie Clark, “there is no more definitive proof of thought leadership than authoring a good book on your chosen subject.”
But the Content Marketing Institute’s Joe Pulizzi weighs in with “a blog is the simplest way to distribute content on a regular basis. It is the center of your content generation and the repository of your thought leadership.”our chosen subject.”
If your business growth depends on demonstrating subject matter expertise, you need to keep your subject matter experts focused on delivering expertise, not writing about it. So if you can only choose one content marketing medium, what should it be?
Let the market decide—as reported by Google Trends
Google Trends is a tool that lets you evaluate consumer interest and sentiment over time based on analysis of relative search popularity. If you’re not familiar with Google Trends, read 5 Ways to Leverage the “Always-On Google Zeitgeist” – Google Trends by SEO powerhouse Bruce Clay, Inc. for insights that will help analyze the information in the following charts.