Every CMO understands the importance of content. But John Harmeling, CMO at tax, audit, and advisory firm Grant Thornton, argues that content is vital to his company's success. "If you're a software provider or a logistics company, content is a critical part of how you engage customers," he says. "But it's particularly crucial for ours because thought leadership is the currency of our brand. We are a professional services firm, so the only thing we are is our people and the knowledge inside their heads."
So when Harmeling ponders how to effectively develop and deploy content, he does so with...
