How to create compelling thought leadership that generates new business

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Thought leadership guide

This How to guide offers a practical, step-by-step approach for professional services business developers and marketers to create and roll-out a thought leadership campaign within their firm. It is based on Meridian West’s two decades of experience creating award-winning and market-leading thought leadership campaigns for a wide variety of professional services firms around the world.

Sample extract:

Section 1: What is thought leadership?

At Meridian West we define thought leadership as:

“An insight-based publication or campaign on a subject of current interest, commissioned with the aim of attracting media coverage, building your brand, and engaging with a wide audience which includes clients, prospects and colleagues.”

Thought leadership comes in many forms, but genuine thought leadership always delivers relevant, insightful content to clients. It can encompass a range of different topics and approaches including:

  • A flagship research campaign featuring data from interviews with hundreds of C-suite leaders
  • A myth busting study about the common issues facing clients
  • A practical how-to guide highlighting market practice
  • A forward-looking view on trends impacting a particular market segment

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Table of contents

  1. What is thought leadership?
  2. Why invest in thought leadership?
  3. The benefits of thought leadership
  4. What does good thought leadership look like?
  5. A strategic approach to thought leadership planning
  6. Meridian West’s Ideas Lab
  7. Key questions to support your thought leadership initiatives
  8. Securing internal buy-in for thought leadership
  9. Identifying and refining topic ideas
  10. Choosing the appropriate research methodology
  11. Making the most of your research
  12. Making the most of a limited budget
  13. Maximising the impact of the campaign roll-out
  14. Tips from leading professional service marketers