A strong thought leadership strategy can be a powerful tool for improving marketing success, supporting business development and lead generation, and raising brand awareness.
Gabriel has a strong track record in delivering projects that position the companies we work for as expert, knowledgeable partners. We offer a complete service: we propose ideas, plan the strategy, undertake the research and deliver original content, copy and where required, design.
7 steps towards an effective thought leadership strategy
- Your strategy should reinforce your core value proposition. The more closely aligned it is with your business strategy, the more authentic and effective it is likely to be.
- Use desk research to evaluate and validate ideas within the context of the competitive landscape. This first stage helps to ensure that your initiative will be relevant, timely and meaningful.
- Don’t be unduly concerned with originality; you might not produce findings that are completely new, what’s more important is the way you make use of insights and engage with your audience in sharing knowledge.
- Target your initiative as precisely as you can and be clear from the outset what you want your audience to do as a consequence. Think about how your team will respond to the implications for them and what this means to the wider organisation.
- Before you start, consult different teams internally and check what intellectual capital you already possess. Use qualitative and quantitative research techniques to generate both insights and a statistical measure of opinion.
- Spread the word: plan the way in which you will distribute messages to different audiences – clients, prospects, key business influencers, the media, advertising, corporate affairs, business development colleagues etc, and across channels.
- Follow up each initiative with a review in order to learn from what worked and what was less successful; thought leadership and content marketing should be continuous processes.