If content is king, how can you 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

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: Class Ceilings

“End-of-term report for UK plc shows state-schooled pupils still struggle to make it to the top of big business.”

A new report by a Linstock client, the diversity consultancy Equal Approach, shows that big business is still an old boys’...

Read more

Blog: RWC 2015: Tackling the science of good communications

“If there’s a good process in place, the outputs are far more likely to lay long-term foundations for success.”

It’s all gone egg-shaped. For the next month or so, rugby will be the sport of the moment as the World Cup takes place across...

Read more

Blog: Negotiating Ideas: Lessons From Brexit

“A competing approach is rarely productive within a business because agreement usually requires a wide range of people to work together”

The UK’s Brexit negotiating stance has so far been positional and assertive. It is an attitude theorists would call...

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: 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

Blog: Five Years On: How Marketers Can Learn From The Brand Promise Of London 2012

“What lessons can marketers draw from London 2012 to make successful brand promises of their own?”

Where were you on Super Saturday? August 4th 2017 marks five years since Great Britain won six gold medals and one silver in...

Read more