Core Tenets
Whether you’re working for a small non-profit or a Fortune 100 Company, a powerful and impactful thought-leadership campaign has six core attributes:
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Grounded in expertise: Drawing on research or extensive experience working in your field.
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Solution-oriented: Offering smart answers to problems.
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Conversational: Inviting dialogue, which makes the campaign an entry point for a relationship.
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Fresh: Standing apart from the communication of others.
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Authentic: Consistent with your values and voice.
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Ongoing: Refreshed regularly as ideas are refined to incorporate new points of view.
At a time when everyone — corporate leaders, the news media, politicians, advocates and average consumers — are having a hard time making sense of the world, a well-executed thought-leadership campaign can serve both as a guidebook and guidepost.
Credible thought leaders, whether they post regularly on social media, write for a news site, record a podcast or broadcast videos, can earn the trust of a skeptical public. They signal what to read or watch, who to listen to and, by extension, what to believe.