High quality thought leadership enables organisations to build their profile, credibility and reputation.
So what exactly is thought leadership?
Thought leadership is the demonstration and communication of original or expert knowledge, that can be delivered across a wide range of owned and earned channels, or at speaking opportunities.
For organisations, it can be a highly effective business development strategy that elevates them above competitors. This can help them attract the best talent, generate leads, and secure investment. Businesses with strong thought leadership programmes can also command a higher premium for their services or products.
Thought leaders give organisations a human voice that can deliver a message directly to target audiences. The human connection makes this type of marketing potentially more powerful than any other type of advertising or marketing output.
How communication agencies can help organisations with thought leadership campaigns
Implementing thought leadership campaigns is one of the most effective ways that communication agencies, such as Allegory, can raise the profile of our clients.
We work with senior leadership and subject matter experts within our client’s organisations to develop thought leadership content, and then use our extensive relationships in the press to secure media coverage.
As an experienced communications agency, we can manage the entire process, from planning through to delivery. This often includes: drafting of topics to pre-pitch to journalists to assess their levels of interest; interviewing subject matter experts; ghost-writing or copy editing; then pitching the final story to journalists.
We have a team of seasoned experts who have helped to build the reputations of our clients, by using the expertise and knowledge that already exists within their organisations.
How we can help you secure top tier media coverage
Finding relevance to the news agenda (through media monitoring and horizon scanning) is crucial in identifying the best opportunities. But having the agility to respond in time is the key to securing top tier coverage.
During the Covid-19 pandemic, we worked closely with The Open Data Institute, to place several high profile thought leadership pieces. The pieces related to the outbreak and subsequent data issues around privacy and tracking that have arisen. Our speed in pivoting to the current news agenda helped us secure coverage in The Telegraph, Guardian, Financial Times, and the BBC.
Should everyone be doing it?
Thought leadership is as important for younger brands wishing to build their reputation, as it is for more established brands looking to explore new sectors and industries. When the Allegory team is developing a thought leadership campaign for our clients, these are some of the questions that we would try to answer:
- How can thought leadership support the goals of their organisation?
- What new or unique knowledge can they bring to the conversation?
- Is there anyone else already ‘thought leading’ in this space? If they are, then could a collaboration on content have more impact with their target audiences (who are likely to be similar)?
- Are they justified in positioning themselves as a ‘thought leader’ in this sector?
- Are they aiming for a national audience, or are they trying to target a specific audience, for example through trade publications?
- Who actually has the thought leading view? In other words, who gets the byline for the piece?
You can find out more about the organisations that we have helped through media relations and thought leadership campaigns, here.