Thought Leadership Marketing

 

Marketing through leadership.

Most people are hesitant to do business with someone who claims to do everything. They don’t want a jack of all trades, they want a master of one. That’s just what a thought leader brand is: a brand that is recognized as an authority in their particular industry. And because they’re viewed as experts, people value their opinions and give them their business. Thought leadership marketing is one of the most effective ways to grow a brand today. Yet, establishing a brand as a thought leader is a long-term proposition that includes:

  • Building a reputation as an innovative company

  • Generating authoritative content, i.e.: studies or research papers

  • Creating a blog and posting to it frequently

  • Sharing industry insights through social media, videos and podcasts

  • Attending and contributing to industry events Hosting workshops or seminars

  • Supporting social causes

Even if a brand follows through on all of the above, it can still take years for it to be recognized as a thought leader. Genuine trust takes time. The benefits, however, can be huge, and include:

  • Elevating the brand image Increasing overall brand value

  • The ability to attract better talent

  • Enhancing marketing efficiencies

  • Creating new business opportunities

  • Augmenting sales

One of our clients, Gallagher Insurance, has a proud 92-year legacy of integrity and innovation. In fact, they’ve been named one of the World’s Most Ethical Companies eight years in a row. Yet, before we partnered with them they hadn’t really established themselves as a thought leader within their industry. Overall, the brand was somewhat scattered and lacked a centralized marketing plan.

To help elevate their standing, we fast-tracked a full brand re-development initiative. Starting with a complete brand audit, we conducted multi-tracked research, and defined a clear thought leadership marketing strategy. By creating an authoritative new voice, an integrated look and feel, and by re-emphasizing the importance of producing relevant, leadership content, we were able to shift industry perceptions about Gallagher and re-position them as an ascending thought leader brand.

In today’s oversaturated digital marketing world, establishing your brand as a thought leader can help separate your company from industry competitors and make all the difference in generating long-term success.

John Diggins
Copywriter Brand 33

 
Tammy McNair