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WHAT IS THOUGHT
LEADERSHIP MARKETING?
1
2
THE WORLD HAS NEVER
BEEN THIS COMPLEX
THE WORLD HAS ALSO NEVER BEEN
GETTING MORE COMPLEX AT A FASTER
RATE
201019821955
O...
3
IN THE FACE OF
COMPLEXITY WE SEEK
WHAT WE KNOW
PEOPLE WANT TO TRUST
PEOPLE, NOT BRANDS
4
PEOPLE WANT TO TRUST
PEOPLE, NOT BRANDS
Source: Edelman
5
IN TODAY’S BUSINESS ENVIRONMENT:
EXPERT AWARENESS
BEATS
BRAND AWARENESS
EVERY TIME
6
THOUGHT LEADERSHIP IS
ABOUT BEING
REMEMBERED AS THE GO-
TO EXPERT
IT’S FRONT OF MIND
AWARENESS OF YOU AS
THE EXPERT OF C...
7
SO WHEN YOUR
POTENTIAL CUSTOMERS
HAVE THEIR
“HEAD IN HANDS”
MOMENT
8
THERE’S ONLY ONE
PERSON WHO’S FRONT OF
MIND WITH A SOLUTION
TO THEIR PROBLEM
9
BUT
IF YOU WANT TO BE
REMEMBERED AS AN
EXPERT IN TWO THINGS,
YOU’LL BE REMEMBERED
AS AN EXPERT IN NO
THINGS
10
YOU ONLY GET ONE HEAD
IN HANDS MOMENT.
WHAT PROBLEM ARE YOU
THE SOLUTION FOR?
Four simple guidelines for
effective thought leadership
marketing
11
•  Stay front of mind – you’re need to be
popping up ...
Contact Details
THIS PRESENTATION HAS BEEN PREPARED BYTHOUGHT LEADERSHIP PARTNERS (“TLP”) FORTHE
EXCLUSIVE USE OFTHE PARTY...
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What is thought leadership marketing?

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A simple, short guide to thought leadership marketing? Why it makes sense, what you need to do, and some key tips for getting started with thought leadership.

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What is thought leadership marketing?

  1. 1. WHAT IS THOUGHT LEADERSHIP MARKETING? 1
  2. 2. 2 THE WORLD HAS NEVER BEEN THIS COMPLEX THE WORLD HAS ALSO NEVER BEEN GETTING MORE COMPLEX AT A FASTER RATE 201019821955 Organisational Complicatedness (organisational process) 35x increase Corporate Complexity (performance requirements) 6x increase Source: Boston Consulting Group BCGorganisational complexityindex
  3. 3. 3 IN THE FACE OF COMPLEXITY WE SEEK WHAT WE KNOW PEOPLE WANT TO TRUST PEOPLE, NOT BRANDS
  4. 4. 4 PEOPLE WANT TO TRUST PEOPLE, NOT BRANDS Source: Edelman
  5. 5. 5 IN TODAY’S BUSINESS ENVIRONMENT: EXPERT AWARENESS BEATS BRAND AWARENESS EVERY TIME
  6. 6. 6 THOUGHT LEADERSHIP IS ABOUT BEING REMEMBERED AS THE GO- TO EXPERT IT’S FRONT OF MIND AWARENESS OF YOU AS THE EXPERT OF CHOICE
  7. 7. 7 SO WHEN YOUR POTENTIAL CUSTOMERS HAVE THEIR “HEAD IN HANDS” MOMENT
  8. 8. 8 THERE’S ONLY ONE PERSON WHO’S FRONT OF MIND WITH A SOLUTION TO THEIR PROBLEM
  9. 9. 9 BUT IF YOU WANT TO BE REMEMBERED AS AN EXPERT IN TWO THINGS, YOU’LL BE REMEMBERED AS AN EXPERT IN NO THINGS
  10. 10. 10 YOU ONLY GET ONE HEAD IN HANDS MOMENT. WHAT PROBLEM ARE YOU THE SOLUTION FOR?
  11. 11. Four simple guidelines for effective thought leadership marketing 11 •  Stay front of mind – you’re need to be popping up frequently as relevant challenges/opportunities emerge •  Stay relevant – people will look to you for insight and interpretation of latest trends •  Build trust – It has to feel like a personal relationship. But be transparent about the commercial agenda (but just deliver them value first). •  Clearly position expertise – make sure your USP is reinforced on a regular basis
  12. 12. Contact Details THIS PRESENTATION HAS BEEN PREPARED BYTHOUGHT LEADERSHIP PARTNERS (“TLP”) FORTHE EXCLUSIVE USE OFTHE PARTYTO WHOMTLP DELIVERSTHIS PRESENTATION (THE “COMPANY”). THIS PRESENTATION HAS BEEN PREPARED ON A CONFIDENTIAL BASIS SOLELY FORTHE USE AND BENEFIT OFTHE COMPANY. DISTRIBUTION OFTHIS PRESENTATIONTO ANY PERSON OTHERTHAN THE COMPANY ANDTHOSE PERSONS RETAINEDTO ADVISETHE COMPANY,WHO AGREETO MAINTAINTHE CONFIDENTIALITY OFTHIS MATERIAL AND BE BOUND BYTHE LIMITATIONS OUTLINED HEREIN, IS UNAUTHORIZED.THIS MATERIAL MUST NOT BE COPIED, REPRODUCED, DISTRIBUTED OR PASSEDTO OTHERS AT ANYTIME, IN WHOLE OR IN PART,WITHOUTTHE PRIOR WRITTEN CONSENT OFTLP. © 2014TLP.ALL RIGHTS RESERVED.TLP SPECIFICALLY PROHIBITSTHE REDISTRIBUTION OFTHIS MATERIAL. Thought Leadership Partners Level 10/50 Market Street Melbourne 3000 +61 3 9111 5659 www.thoughtleadershippartners.com C O N F I D E N T I A L 12

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