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 campaigns 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

Section 1:   What is thought leadership?

Section 2:   Why invest in thought leadership?

Section 3:   The benefits of thought leadership

Section 4:   What does good thought leadership look like?

Section 5:   A strategic approach to thought leadership planning

Section 6:   Meridian West’s Ideas Lab

Section 7:   Key questions to support your thought leadership initiatives

Section 8:   Securing internal buy-in for thought leadership

Section 9:   Identifying and refining topic ideas

Section 10:   Choosing the appropriate research methodology

Section 11:   Making the most of your research

Section 12:   Making the most of a limited budget

Section 13:   Maximising the impact of the campaign roll-out

Section 14:   Tips from leading professional service marketers