Insightful

[Jahangir655]

We have all seen thought leadership that is bland, obvious or platitudinous. To really stand out from the crowd, good content needs to be provocative and surprising. All too often, companies are scared of expressing a strong point of view in their thought leadership. But without taking a stand, they will find that their content simply does not resonate.


Actionable
Executives today inhabit a world of unparalleled complexity and change. This means that they will value and seek out thought leadership that provides insight into how their peers are thinking, and outlines some of the actions they could be considering to improve the performance of their business. They may not take decisions on the basis of thought leadership alone, but they will associate the decision-making process with the company whose content got them thinking. And they may well get in touch with that company when they need advice or help.


Adopted
Our work has shown us that a client’s internal stakeholders matter as much as the external list of el-salvador cell phone numbers executives that they are trying to reach. Without buy-in from the business, thought leadership simply does not get used – sales teams do not take it to meetings and client relationship managers do not mention it to their own clients. Securing internal support for thought leadership is therefore essential.

Commercial
All thought leadership projects must have a clear set of commercial and marketing objectives in mind. Yet, at the same time, companies need to avoid making content too sales or product-focused, as this will alienate the intended audience. A careful balance needs to be struck between these opposing goals, so that commercial objectives are achieved and audiences engaged.