The MadMen Guide to Thought Leadership

MADMEN The

GUIDE

LET’S BEGIN WITH YOUR

LET’S BEGIN WITH YOUR

COMPANY

YOUR

COMPANY HAS DEEP EXPERTISE

BUT NO MEANS TO SHARE IT

THEY MAY NOT HAVE THE

RIGHT TOOLS

OR THE SOCIAL EXPERTISE

Like him

SO IF YOU WANT TO BE YOUR

INDUSTRY’S

THOUGHT LEADER…

GREAT CONTENT

“OKAY BRASS TACKS…

WHO BUYS OUR PRODUCTS?” - DON DRAPER

“WE NEED TO BE

ASKING OURSELVES

WHAT DO OUR

CUSTOMERS

- DON DRAPER

WANT

?

THEN CREATE A COMPELLING STORY

IN THIS STEP

INVEST

WHAT TYPE OF

CONTENT IS

COMPELLING?

THE LIST: EASILY DIGESTED

CONTENT FOR IMPATIENT

INTERNET USERS

THE VIRAL VIDEO: WILL IT BLEND

THE INFOGRAPHIC: VISUALIZING

DIFFICULT OR COMPLEX INFORMATION

CONTROVERSY: THE THIRD RAIL

OF VIRAL MARKETING

HIGH-TECH CONTENT:

APPS AND WIDGETS

CONTESTS: COMPETITION

CREATES BUZZ

THE EXPERT ARTICLE OR

HOW-TO GUIDE

HOW DO YOU KNOW ITS

COMPELLING

EMOTIONAL CONNECTION

“YOU DON’T DANCE?

OR YOU DON’T DANCE WITH ME?” - KEN COSGROVE

YOUR STORY

AND CONTENT

MUST CREATE

AN EMOTIONAL

REACTION

THAT REPEATED

OVER TIME

CREATES AN

WITH YOUR TARGET

AUDIENCE

EMOTIONAL

BOND

NOTTHIS

HOW DO YOU CONNECT

EMOTIONALLY

VALUES

UNIQUENESS

YOUR

COMPANY

CONTENT ON APPROPRIATE CHANNELS

“AT SOME

POINT, WE’VE

ALL PARKED IN

THE WRONG

GARAGE”

WHERE DO

YOUR

CUSTOMERS

HANG OUT?

WHAT SOCIAL

CHANNELS DO

THEY USE?

WHO ARE THE CURRENT

THOUGHT LEADERS?

WHAT TOOLS ARE COMPANIES USING

NOW?

THE HIGH LEVEL PROCESS

STORY

EMOTION

IT SHOULD END UP AS

GOOD AS THIS SCENE

SO CREATE THE PLAN AND HIRE

THE RIGHT ‘A’ TEAM

CONNECT WITH MARK FIDELMAN