Thought Leadership Strategy

For a thought leadership marketing campaign to be effective, there are several things a company must be clear about, including which topics they should own in the market place, how they will develop content, how they will market and promote it, and the quality standards they will aspire to. 

Taking quality standards, some considerations are whether you require author’s assertions to be supported by examples, whether those examples must be original or may be taken from the public domain, and whether one is enough to prove a point. What you decide may depend among other things on where you want to publish. If you plan to publish in leading third-party journals, your standards will need to be high.

Contact Us From this page, you can access many articles, interviews, and research reports we’ve written on how to create a thought leadership strategy. If you’d like us to help you define yours, you can get the ball rolling here. 

 

Recent Blog Posts on Thought Leadership Strategy

How the best firms will develop great content over the next six years.
Timing is critical when chosing a topic for thought leadership.
Many companies don’t need thought leadership – they need good content marketing. And other companies require thought leadership, not content marketing, to make their case. 
If I had a dollar for every time I've heard someone say, “No one reads long articles anymore” over the last 26 years, I’d be as rich as Sir Richard Branson.

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Articles about Thought Leadership Strategy

Seminars, publications, market research, and customer care centers are important tools in every B2B firm’s toolbox for understanding, attracting, serving and keeping customers loyal.  But they're not enough today. (First of a series.)
Professional firms often get thought leadership marketing or sales right, but not both. When they do, they are far better able to grow profitably in good times or bad.   
B2B companies vary tremendously in the ability to gain recognition for their expertise. Many firms with deeper and more differentiated expertise are not nearly as well known as certain competitors. In this article, we present a framework for assessing a firm’s capabilities for becoming thought leaders – an evolutionary timeline with five phases.
White papers are essential to thought leadership marketing programs. In this article, we explain how to generate substantially more leads than typical white paper campaigns deliver. In particular, we show the advantages of shifting from directly distributing white papers through "biased" channels, to indirect and "unbiased" channels. 
Buyers of professional services want to know if a firm can solve a problem better than anyone else, and whether it will be compatible with them and their organization. Professional firms often struggle with these questions; here's how to address the issues together.

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