Welcome back to the CRO Spotlight Podcast! In today's episode, we delve into the world of content marketing and thought leadership strategies with a special focus on chief revenue officers and B2B businesses. Our guest, Steve MacDonald, founder of Content Strategies, shares valuable insights on the importance of creating content based on input from prospects and sales teams, rather than solely relying on marketing-generated material. We explore the significance of thought leadership content in differentiating businesses in crowded markets and the challenges faced by companies, especially in the B2B space. Join us as we discuss the impact of podcasting as a thought leadership strategy, the role of differentiation within companies, and the complexities of aligning with external causes for marketing purposes. Stay tuned for an engaging and thought-provoking conversation on how businesses can navigate the ever-evolving landscape of content marketing. 00:00 Warren introduces Steve McDonald's marketing expertise.06:34 Companies struggle with differentiation in crowded markets.09:04 Helping companies redefine problems for stronger impact.13:21 Shift focus to phone calls and demos.17:04 Trusted advisor status streamlines the sales process.20:25 Marketing and sales collaboration is crucial for success.23:08 Sales meetings, buyer insights, content from customers.26:11 Create valuable content for internal and external audiences.29:43 Podcasts create valuable conversations and relationships.31:27 Podcasts drive deals and brand enhancement.35:36 Defining unique company point of view is key.40:11 Emphasize point of view, not just cause.43:06 Some companies adopt values for strategic purposes.47:19 Team collaboration, client focus, internal culture impact.49:25 Marketing officers and revenue officers both seek thought leadership content.51:43 C-suite marketing perspectives and contact information shared.