Beyond Random Content: Four Steps to Thought Leadership Success

Beyond Random Content: Four Steps to

Thought Leadership Success

Avitage Thought Leadership Webinar Series June 3, 2010

Rob Leavitt Principal, Solutions Insights

© 2010 Solutions Insights. All Rights Reserved. 2

Marketers’ interest in thought leadership is at an all-time high

Most important marketing tactics for 2010

Source: ITSMA Budget and Metrics Survey


Our customers are fed up with most of our marketing


But they are looking for new ideas to improve performance

CEOs are: ●  Struggling to keep up with change ●  Seeking out customers for

collaborative innovation ●  Adapting business models, often

substantially ●  Adding capabilities and partners

for global integration ●  Deepening commitments to social

responsibility

Source: IBM, The Enterprise of the Future, 2009 Global CEO Study


Our customers are scouring the Web in search of new thinking

C-suite executives are: ●  Using the Web first for information ●  Searching themselves, not delegating ●  Focusing heavily on search, video, webcasts,

and online communities ●  Shifting demographically toward Generation

Netscape

Source: Forbes, The Rise of the Digital C-Suite, 2009


Start-and-stop buying cycles demand yet more content

Department Reorg

Budget Cuts

Buying cycle in theory:

Revised Strategy

Buying process in reality:

New CFO

Purchase Consideration Interest Awareness


Amid buyer chaos, thought leadership should support the entire buying cycle

“That’s interesting, tell me more”


For many marketers, thought leadership remains underfunded and episodic

Does this sound familiar?


“Random acts of content” undercuts thought leadership potential


Thought leadership success relies on a four-step process


Compelling Points of View provide the basis for thought leadership content

●  Choose the right issues ●  Do the research ●  Test and refine the POV


Internal education builds go-to-market alignment and support

●  Educate across the organization

●  Get people involved ●  Build a thought

leadership culture


Sustained engagement enables broad presence and targeted conversation

●  Make the commitment

●  Leverage content ●  Go broad and deep


Programmatic discipline ensures focused impact and improvement

●  Invest what it takes ●  Clarify roles and

responsibilities ●  Set clear strategy ●  Measure for continuous

improvement


A thought leadership roadmap helps identify next steps

Points of View

Internal Education

Sustained Engagement

Program Discipline

Individual- and product-oriented, personal opinion

Ad hoc and informal

One-off publications and presentations

Ad hoc, junior support, no budget or metrics

Getting Started

Issue-based, some research, initial differentiation

Modest, broadcast orientation

Campaigns, multiple formats, customers and influencers

Initial funding, mid-level support, research partners, PR metrics

Getting Focused

Editorial agenda, ongoing research, new ideas

Deliberate, functional orientation, social

Substantial, integrated online and offline, social

Focused budget, senior direction, dedicated staff, marketing metrics

Building Organization

Theme-based, deep research, customer collaboration, breakthrough ideas

Substantial, multi-tiered, ongoing, collaborative

Continuous, broad and deep, collaborative

Strategic funding, exec. direction, cross-company collaboration, business metrics

Building Leadership


Final thoughts

● Narrow your focus ● Do the research ●  Engage and empower internally ●  Leverage good content ●  Invest in expertise


Questions


Thank you!

Rob Leavitt Principal

Solutions Insights [email protected]

+1-508-654-7181 www.solutionsinsights.com

Blog: www.reputationtorevenue.com Twitter: @Robleavitt

Beyond Random Content: Four Steps to Thought Leadership Success

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