Fernando made some excellent points, starting with one that particularly stuck out to me at the beginning of his presentation.
He said that companies should not forget the role of relevant outbound marketing (getting your message into the right hands) or the tenacity of a Sales 1.0 mindset (making judgments about prospects and pursuing those that are most likely to close). The rise of content as a marketing tool, should not derail the objectives of marketing and sales.
The second point that was about creating a "buzz piece" of content. This is a piece that requires more effort, goes deeper on a topic, looks at a serious industry problem, or produces new research. When you have put in the time and work on a buzz piece, it becomes a foundation for your content strategy.
With this foundational piece, you have something that can easily be distributed by other people. It's not an advertisement for your products but content that makes the people sharing it look smart for passing it along. It gives you a piece to break smaller chunks of content out from -- allowing content re-use and enabling you to get the message into channels that might not have worked for the original. And, it builds your credibility simply because of the effort required to produce it.
How are you using content to make a big splash in your space?