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 long track record in delivering projects that position our clients 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.

We have covered a wide variety of topics across all asset classes and audience segments. Our ESG experience is second-to-none. Contact us for a ‘no obligation’ call with one of our specialists on how we might be of support to you.

7 steps towards an effective thought leadership strategy

1. AUTHENTIC
   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. RELEVANT
   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. ORIGINAL
   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. TARGETED
   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. ALIGNED
   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. COORDINATED
   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. MEASURABLE
   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.