More and more, we are working with clients to develop “Thought Leaders”. Why? Because by putting your sales team in front of the people that matter, increases retention of customers, new customers in new markets and increased orders.
The challenges are ‘what is a thought leader’, ‘how do you define a thought leader’ and ‘what content are they delivering to market’.
Great and relevant content is key. Creating words, pictures and sound, delivered via different platforms, such as articles, infographics, website, podcast or video to name a few. This will be a high quality output, useful information that conveys a story presented in a contextually relevant manner with the aim of soliciting an emotion or engagement.
Taking this content and then marketing via a strategic plan is defined as;
“… a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. To a piece of content marketing campaign that people seek out and want to consume it, rather than avoiding it.
The goal is to provide as much value from your content marketing to as much of your target audience as possible.
We have an excellent understanding of Thought Leaders and messaging. How it benefits a business and can encourage a business to act and talk as one entity.
Thought Leaders are part of a wider communication strategy and become trusted and valued in the communication process.
They deliver key messages to your internal (employee) and external (customer) audiences through the correct communication channels. This will help build the strength of both Construction and Infrastructure individual identities.
A thought leader will intrigue, challenge and inspire people.
We are now faced with opportunity to promote ourselves in a way, where we have to be smart and think intelligently. Digital subscriptions are rising sharply as more people turn to the internet to get news.