Thought Leadership – Is anybody listening?

This week we’re looking at Thought Leadership as part of our #keeptheballrolling campaign.

As we enter week seven of lockdown with many of us now settled into working from home, decision makers are deeply engaged in reading Thought Leadership content on what the future may hold for their industry sector, from trusted experts, industry bodies and trade associations.

While the aim of Thought Leadership is often more about brand positioning than sales, when it’s done well it can create tangible business impact, influencing perception and buying behaviours. In the LinkedIn/Edelman, 2020 B2B Thought Leadership Study, 89% of B2B decision makers said they felt Thought Leadership had enhanced their perceptions of an organisation.

What about Thought Leadership content?

Think about your audience, and what they are interested in. Make sure your content is topical, factual and accurate.

  • Industrywide news and insights: news; original research; white papers; expert viewpoint on hot topics; where is the industry headed in the future? All these topics allow you to position yourself as an expert authority on things that matter to your audience
  • Product or service: demonstrate in-depth, sector knowledge of your product or service, and what makes it different to other similar offerings in the marketplace. Consider interviewing different members of the team to highlight their particular area of expertise and demonstrate the depth of talent you have throughout the organisation
  • Brand values: Whether you’re delivering Thought Leadership content as an organisation or as an individual employee, make sure you’ve thought about and agreed your brand values, and what you stand for within the wider community. This allows you to share clearly defined values and points of view, not just relevant for business prospects but also potential talent recruitment

How to communicate your Thought Leadership content?

Writing the content is only half the job. Once you have your article, white paper or research results, you need to focus on how you deliver it, creating maximum impact and engagement, with a creative concept or style that is ownable.

  • Blog posts
  • Digital campaigns
  • Social posts
  • Podcasts
  • Infographics
  • Videos and animations
  • Guest editorials
  • Advertorials/advertising
  • Seminars, webinars and speaking opportunities

Top tips for communicating Thought Leadership

  • Firstly, agree a Thought Leadership strategy, with a clearly defined timetable, topics and channels. If you’re commissioning original research, make sure you’re asking and answering questions that are relevant to your audience.
  • Don’t be a ‘Jack of all Trades’. You are an expert in your field – share focussed, in-depth information rather than give broad brush strokes. This is what creates real value.
  • Material must be accessible – don’t deliver text-heavy white papers, break it up with infographics or consider video/animation to communicate top-line results. Think twice about whether it’s appropriate to print materials or whether they should be digital downloads. Develop creative communications campaigns around your content, with memorable campaign names and hashtags.
  • Get your employees involved to help share your Thought Leadership content; they are your greatest brand ambassadors.
  • Invite feedback from your audience; it’s a two-way communication process and this will increase engagement. Social media platforms are perfect for this.

It is important to remember that it’s not just about the Thought Leadership content itself, the creative communications campaigns developed to support it will reinforce and enhance the communications’ impact.

We hope you have found our post useful. Do follow us on our website and social accounts. We will be back next week with our thoughts on Brand Identity in the current climate.

In the meantime, to see more examples of how we work with our clients to promote their Thought Leadership and expertise view Amadeus



Have a Thought Leadership project you want to communicate?

We’re always happy to talk, so get in touch to find out how we can help your project achieve the maximum impact and engagement.

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