According to Bruce Rogers, Chief Insight Officer at Forbes, “Content Marketing can be defined as the creation and distribution of meaningful insights, perspectives and best practices that are valuable to a specific audience. The aim is to retain existing clients including doing more business with them and to attract new high-quality clients.” This should be music to the ears of any business development or marketing manager. It’s also probably why LinkedIn has seen an increase of 168% since 2013 in profiles containing the keyword “content marketing,” according to Inc.com contributor Kelsey Libert, who also is Marketing VP at Fractl (http://bit.ly/1MyvyGf). In the niche industry in which we coexist, being seen as a thought leader is just as vital as the products you’re selling. When shopping for products that could be sent into space to take Pluto’s portrait, a buyer is going to trust someone with the reputation for being cutting edge and able to demonstrate a strong knowledge of their products. When your engineering staff and production teams are locked down on the floor however, finding people who can take the time to share their expertise can be a difficult task. This is where a company that has been in the business of providing quality editorial content to the photonics industry for more than 60 years — and has full-time writing and graphics teams — can be of assistance. Photonics Media has worked closely with companies in the industry since 1954, and has remained in business because we know how to disseminate information in the best way possible. If you’re looking to be a thought leader in the industry, we can help you capture your thoughts and get them out to your potential buyers through a strong multimedia presence.