Best Marketing Idea

The recent Gazelles Growth Summit in Sydney beamed in a keynote speaker, David Meerman Scott, the author of The New Rules of Marketing and PR. Because content is king, i.e. "we are what we publish on the web" according to Scott, he suggests that the next hire you make in marketing isn't a marketer, but a journalist. With traditional media under attack and laying people off, there are a lot of journalists looking for work. Hire one to spend full time creating content -- blogs, white papers, videos, etc. -- and control the ink in your industry.