Thought leadership

A strong thought leadership strategy can be a powerful tool for improving marketing success, supporting business development and lead generation, and raising brand awareness.

Gabriel has a strong track record in delivering projects that position the companies we work for as expert, knowledgeable partners. We offer a complete service: we propose ideas, plan the strategy, undertake the research and deliver original content, copy and where required, design.

7 steps towards an effective thought leadership strategy

  1. Your strategy should reinforce your core value proposition. The more closely aligned it is with your business strategy, the more authentic and effective it is likely to be.
  2. Use desk research to evaluate and validate ideas within the context of the competitive landscape. This first stage helps to ensure that your initiative will be relevant, timely and meaningful.
  3. Don’t be unduly concerned with originality; you might not produce findings that are completely new, what’s more important is the way you make use of insights and engage with your audience in sharing knowledge.
  4. Target your initiative as precisely as you can and be clear from the outset what you want your audience to do as a consequence. Think about how your team will respond to the implications for them and what this means to the wider organisation.
  5. Before you start, consult different teams internally and check what intellectual capital you already possess. Use qualitative and quantitative research techniques to generate both insights and a statistical measure of opinion.
  6. Spread the word: plan the way in which you will distribute messages to different audiences – clients, prospects, key business influencers, the media, advertising, corporate affairs, business development colleagues etc, and across channels.
  7. Follow up each initiative with a review in order to learn from what worked and what was less successful; thought leadership and content marketing should be continuous processes.
FOR EXAMPLE

Aberdeen Asset Management


New risks, new rules: in a changing world what should good governance look like?
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Aviva Investors


Investing for Outcomes.
How UK pension schemes are responding to today’s challenges
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Brewin Dolphin


Charity Investment: What Matters Most?
And what more the industry and policymakers could do to help.
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Alliance Trust Investments


Sustainable investing: separating fact from fiction
Institutional investor attitudes to the role of sustainable and ESG-based investing
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UBS Investment Bank


Talking Hedge
Hedge fund protagonists from across UBS talk about hedge fund trends and opportunities
More