A high level view of the typical thought leadership marketing campaign
Image by Hamed Saber via Flickr
Bryony Thomas at Clear Thought Consulting has a great post on his perspective of what a typical thought leadership marketing campaign entails.
Thought leadership is about being front of mind in regard of a certain subject or market. A thought leader will always make it onto a ‘long list’ when people are making buying decisions – and often become the benchmark against which others are measured.
She’s right on. Thought leadership is not a short term thing. Ever. In fact, she goes on to state a few more points that I think really resonate with fellow thought leadership marketers. If you’re in the market for thought leadership marketing, consider these factors as you’re working through the process.
- Thought leadership programmes are not a quick fix, you cannot expect immediate results.
- A thought leadership marketing programme is only effective in the medium term, and then only when it forms part of a funneled sales approach. That is, a planned process that uses specific tools and techniques to move people from one stage to the next through the buying decision. The thought leadership programme typically acts as a top and tail to this process.
- In the longer term, thought leadership programmes also serve to create a bank of ‘good will’ in more junior members of the target audience, which translates into awareness and leads when they move into more senior positions later in their careers.
A typical thought leadership campaign « Bryony Thomas | Clear Thought
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- Thought Leadership Ain’t What It Used to Be (thecustomercollective.com)
- Your Website is Your Social Media Hub (kylelacy.com)
- Dana VanDen Heuvel: Do You Have the ‘Four As’ To Be a Thought Leader? (mpdailyfix.com)
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