Thought leadership has become a critical business tool in the B2B marketing mix to build brand and generate leads. It is the holy grail of industry positioning that puts marketers at the cutting edge of the industry.
The growing importance of thought leadership means more B2B buyers are seeking trusted experts who can help them understand the bigger picture and navigate the mass of information and options available to them.
This best practice guide will help you understand the market, build a thought leadership programme, create, distribute and deliver content, as well as determine ROI. It also looks at establishing campaign objectives, identifying and understanding target audiences, creativity and developing ideas, internal communications, results analysis and follow-up activity.
B2B marketers can use this report to position their company as a thought leader, and demonstrate deep understanding and unique insight about the needs of their customers. This in turn will build brand value to ensure they are cited as an expert of critical industry issues.
This guide is a key resource for anyone looking to implement a thought leadership strategy, marketing directors, heads of marketing, digital marketing managers, marketing communications managers, heads of social media and marketing managers.
This guide will help you:
- Understand the market – who’s using it, how and where?
- Build a thought leadership programme – planning, objectives, final analysis and ROI evaluation.
- Create content – how to create content for a successful thought leadership programme.
- Distribute and deliver content – getting the message out to your target audience.
- Determine the success of your campaign – measurement, interpreting the results and follow-up activity.
This guide covers:
- Budgeting and timing – determining ROI.
- Strategy – creating a distribution strategy.
- Content models and formats – blogs, whitepapers, video, research, events and webinars/webcasts.
- Troubleshooting and key challenges.
Section 1 – Introduction to thought leadership
1.1 Origins of the terminology
1.2 Who uses it, how and when?
1.3 Objectives – positioning or lead generation?
1.4 Usage and leadership
1.5 The components and structure of thought leadership
Section 2 – Building a thought leadership programme
2.1 Setting your objectives
2.2 Understanding your audiences
2.3 Planning your programme
2.4 Creativity and developing your ideas
Section 3 – Creating content for thought leadership
3.2 Content models
3.3 Tying the content together
Section 4 – Distributing and delivering content
4.1 Creating a distribution strategy
4.2 Email marketing
4.3 Print and post
4.4 Social media
4.5 Websites and dedicated microsites
4.6 Events and speaker platforms
4.7 Working with media brands
Section 5 – Analysis and follow-up
5.1 Planning measurement from the start
5.2 The role of internal communications
5.4 Understanding the results
5.5 Follow-up: into the funnel
5.6 Learning and enhancing
This guide is suitable for:
- Marketing directors
- Heads of marketing
- Digital marketing managers
- Marketing communications managers
- Heads of social media
- Marketing managers
- Anyone else looking to implement a thought leadership strategy