How to create compelling thought leadership that generates new business
Download the how to 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.
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
What is thought leadership?
Why invest in thought leadership?
The benefits of thought leadership
What does good thought leadership look like?
A strategic approach to thought leadership planning
Meridian West’s Ideas Lab
Key questions to support your thought leadership initiatives