How to create content for thought leadership

PR campaigns should start with the end in mind. Not in terms of outputs, but rather your business objectives for investing in PR and the audience you want to reach. Thought leadership is a valuable way to build authority and reputation with your market.

What is a thought leadership PR programme?

Thought leadership is one of those terms that often begs the question – what can we contribute that establishes a unique position in the market?

Thought leadership needs to provide real value to every reader. It offers in-depth information that helps to inform, and often educate, your audience.

Before we start any programme, as a team of senior communications, PR and journalist professionals, the team here at Transform Communications undertake thorough research into your market and sector. We get your business, we probe your proposition. We combine this with a competitor review plus – of course – keyword analysis to understand what your audience searches for.

Ideas are then formed for long-form content that gives focus to your content marketing and PR campaign. Around this, we build a further content programme. Videos of clients, blogs, social media campaigns, webinars, email marketing, paid for social media, event management, conference speaking, and articles in the media and press.

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That’s the benefit of thought leadership. It provides a platform that has longevity. Gives your marketing a purpose and consistent messages that cuts through the noise. In our experience you will achieve a significant Return on Investment when you create something once – but use it multiple times. We call this our PRISM strategy.

Financial wealth management with a difference

Bristol-based Anderson Financial Management wanted a PR and content marketing programme. With the objective to extend the reach of the business to specific audiences across Bristol and the surrounding areas.

A workshop with the Andersons’ team defined the brief and goals. From this session, it was clear that an important audience for Andersons is entrepreneurs and owners of growing businesses.

Initial online research revealed a lot of guidance was already available for entrepreneurs starting a business, but very little to support them afterward. And so, the plan for the Curious Investor’s Guide to… Scaling up a business was conceived.

Andersons already held a wealth of knowledge around the subject matter, having advised multiple entrepreneurs and business owners. We conducted interviews with the Andersons team, as well as with successful Bristol entrepreneurs. These conversations included the founder of a fruitful food business, a tech entrepreneur and a Partner of an award-winning baby product manufacturer.

By this time the country was in lockdown due to COVID-19, so we expanded the focus to include much-needed advice and experience of business survival through a crisis. Our focus became a thought leadership driven digital content campaign, using social media, blogs and social posts to drive downloads from a business audience.

The campaign led to a 1900% increase on social media posts and a 989% increase in post impressions plus 72% increase in organic followers. Features in the media followed. A year on, we’re still promoting this guide, providing value time and again. The campaign has been so successful that we are now rolling out a series of campaigns aimed at Partners and aspiring Partners in Professional Services, another audience identified in our initial briefing.

This approach is proven across sectors including publishers such as Hello! magazine, law firms, sustainability companies, plus technology outfits with clever ‘Campaigns out of a Box’.

Give focus to your PR campaign and valuable long-form content around which we can build a bigger and integrated digital content marketing plan.

To start your own thought leadership programme contact us via email or call us on 01225863846

This article first appeared in the June 2021 issue of South West Business Insider.

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