Everyone knows that content is king. Getting your prospects in front of the right content at the right time can greatly influence sales and is an essential part of the lead nurture process. Not only does content help initiate conversations with your target audience, but it is also a must-have for creating thought leadership in your area of expertise. But positioning yourself or your software company as thought leaders is easier said than done. Here are five tips to help ensure you are on the right path.

Tip: Listen to the podcast recording this article is based on.

To succeed in both, you should stick to your goals and keep it mind that “when the going gets tough, the tough get going.”

It’s important to have gender-conscious company policies, especially in your marketing content and sales practices.

ISVs have myriad options for how to spend marketing budget. For example, you can invest in your website, content marketing, and social media and social advertising. You may focus on email marketing, pay-per click (PPC), or print ads.