The Power of Thought Leadership

© Peregrine Communications 2020. All rights reserved.
The Power of Thought Leadership
W E B I N A R S E R I E S

© Peregrine Communications 2020. All rights reserved. 2
Agenda
1. Why thought leadership and what is it
good for?
2. How to create effective thought
leadership, with best practice case study
3. Ensuring maximum impact by utilising all
relevant channels
4. What success looks like
Marina Fraser Harris
Associate Director
Hannah Beard
Associate Vice President
Speakers
T H E P O W E R O F T H O U G H T L E A D E R S H I P
Laura Henderson
Senior Account Executive
Aryna Kastavetskaya
Associate Director

1. Why thought leadership and what is it good for?
• Thought leadership is about ensuring you’re creating
category authority in your areas of specialism
• It’s not typically going to increase your overall
brand awareness
• For medium and larger sized firms, it’s a great way of
making sure that your audiences are engaging with
your content during the Consideration Phase
User Journey

1. Why thought leadership and what is it good for?
• Consideration Traffic to asset
management sites increase by around
30% in the spring and autumn
• Should increase the proportion of
non-branded search traffic
• It allows you to increase your share of
voice in the media through positive
content vs reactive commentary

How to win category authority
1. Baseline audit; where are we
now vs competitors
2. Messaging and content workshop
3. White Space analysis
4. Content campaigns

White Space analysis
D O L O O P
Core
Capabilities
White
Space
Competitor
Intelligence
Key Word
Difficulty
Content
Campaign
Campaign
Tracking

1. Decide on your topic
• Remember to utilise your white space analysis!
• What does your audience need to know, what
are their hot buttons?
• What proprietary data do you have to set your
content apart?
2. Set a clear marketing objective
• Who do you want to reach?
• What is your call to action?
3. Determine how you want your
audience to engage
• What collateral will you need to create?
• How will you visually tell your story?
4. Create your content - don't forget
your key messages
• Work back from your ideal headline
• Provide a solution, offer a different insight,
showcase your expertise
• What does your audience need to remember
about your firm?
5. Utilise all appropriate channels
• How will you repurpose your content to make
your thought leadership work harder?
• Make it worth sharing!
2. How to create effective thought leadership

Best practise case study:
Creating content that counts
Peregrine Communications ESG Report
• We began by asking ourselves "what do our
clients need to know?"
• We set ourselves clear objectives in order to best
measure our results
• We decided on a data driven report with tangible
examples that could be translated into
supporting content
• We wrote our report with our audience in mind
whilst ensuring we conveyed our key messages
• We used multiple channels to reach our audience
to create maximum impact
C A S E S T U D Y

3. Ensuring maximum impact by utilising all relevant channels
Media
Contributed articles
White papers
Social Media
LinkedIn
Twitter
Video
Marketing
Blog/Blog series
Infographics
Webinars

• Graphs and analysis turned into infographics
for social media use
• Active graphics for paid-advertising
deployment
• Standalone webpages to drive phrase-specific
traffic and SEO improvements
• Interactive calculators and tools that trade
media can embed in articles
• In-conversation podcast episodes drawn from
thought leadership findings
3. Ensuring maximum impact by utilising all relevant channels

Best practise case study:
Bringing it all together
• Combination of category authority, data-driven
insights and creative collateral has led to a widely
anticipated and well established annual
global study
• Detailed reports full of real investor
behaviour insights
• Dedicated landing page that acts as central
hub – separated into Retirement, Investing
and Sustainability
• Utilises all forms of digital media to create
a campaign with tangible impact
Schroders Global Investor Study
C A S E S T U D Y

Best practise case study
C A S E S T U D Y
Accessible content across
all channels:
• Detailed animated infographics
• Short videos with executive summaries
• Social media campaigns using
key messages
• Press release on key findings
• Media coverage in top publications and
standalone articles/blogs

• Downloads – generating leads –
building out the database of contacts
and leads, re-targeting with relevant
content, enabled/made more effective
by a good CRM
• Engagement – content posted on all
the relevant channels so is it liked,
shared, forwarded
• Increased share of voice when it comes
to media relations

• Category authority, showcases firm’s
competence of the chosen topic
• Google Page 1, search traffic
• Lead directly contacts the firm

Questions?

© Peregrine Communications 2020. All rights reserved.© Peregrine Communications 2020. All rights reserved.
peregrinecommunications.com
Tom Wood
Creative Director
+44 20 3040 0880
Anthony Payne
Chief Executive
+44 20 3178 6869
Thank you for attending
• We will send you a link to the recorded session
• Questions?
marina.fraserharris@peregrinecommunications.com
aryna.kastavetskaya@peregrinecommunications.com
hannah.beard@peregrinecommunications.com
laura.henderson@peregrinecommunications.com
peregrinecommunications.com
Marina Fraser Harris
Associate Director
Hannah Beard
Associate Vice
President
Laura Henderson
Senior Account
Executive
Aryna Kastavetskaya
Associate Director

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