If Content Is King, Wear The Crown

Published: September 17, 2015

“It seems as if everyone is in the business of content marketing at the moment.”

With the ‘big bang’ in media sources transforming corporate communications, it seems as if everyone is in the business of content marketing at the moment. Some brands have built editorial teams to write articles and blogs, offering news and opinion like traditional media titles. Others are scouring the web to curate material from other sources, acting like news agencies.

But the best are developing original, evidence-led channels, moving industry debate in new directions and driving sales leads as a consequence. That is thought leadership.

Differentiating high-end services

Lots of firms find it difficult to differentiate themselves on the basis of their product or service. Financial, professional and related business services are prime examples. But real value can be derived from applying a rigorous approach to share the collective insight and ideas of the people delivering those services.

One issue particularly high on the business and media agenda at the moment is women in business, and the value of diversity in leadership teams. At Linstock we’ve worked with Grant Thornton on their international women in business research, a project which has seen them become a ‘go to’ source for global media outlets on a topic and generating significant brand awareness. We’ve also worked with Right Management to develop an innovative thought leadership platform looking at women in leadership to help generate new business opportunities. It helped create 84 meetings in just eight weeks – significantly above target.

Is your business ready for thought leadership?

It’s an important question. To do it properly involves taking risks, and perhaps challenging the status quo. A robust methodology is also critical to produce credible, compelling and engaging material that will resonate with customers and partners.

There’s no short-cut to success via thought leadership, but if you can produce content that is authentic, compelling and findable, then you’re on the right track.

Thought leadership is something we’re passionate about here at Linstock; you can read more about our approach to it here and you can also read a more extensive version of our thoughts here for Marketing Week (registration is free). If you’d like to discuss how we can help you develop effective thought leadership content, please get in touch.

Simon Maule
Director
@SimonMaule1

Leave a Reply

Name *

Mail (not published) *

Comment

* Required field

Blog: PR Professionals Must Maintain A Leading Role

“We need to modernise and adapt to new digital trends, including measuring impact in real-time, but PR must stay true to its roots.”

Buzzword bingo was in full effect at the PRCA’s annual conference at BAFTA this year. Transparency, collaboration and...

Read more

Blog: Typologies: Melancholic May Versus Choleric Boris

“With typologies becoming increasingly popular in business literature, let's investigate why and whether such conceptual frameworks can always be trusted.”

Apply the four temperaments typology to big names in Brexit and you might go with Phlegmatic Phil, Melancholic May and Choleric...

Read more

Case Study: TheCityUK

Managing the reputation of one of the UK's largest industry sectors

TheCityUK is the membership body for the UK’s financial and related professional services industry. Its membership includes...

Read more

Case Study: Grant Thornton International

“Building Thought Leadership”

International accounting and advisory company, Grant Thornton, differentiates itself as an organisation that works with dynamic...

Read more

Newswire: Linstock gets first prize!

“Linstock and UK Community Foundations won Not for Profit Campaign of the Year 2013 Award at Golden Hedgehogs!”

We’re proud to announce that Linstock Communications and our client UK Community Foundations have been awarded the Golden...

Read more

Case Study: British Gas

“Energy efficiency in social housing: making the green deal work”

British Gas is the UK’s leading energy and home services provider. Local authority and housing association decision makers...

Read more