Boost Your Business Through Thought Leadership

1. Thought leadership to build your brand
Laura Green-Wilkinson, Head of Advocacy Female Founders
Marketing & Communications Director Dentsu Aegis Network

3. Key things to consider
 Personalisation is key – as a start-up your
personal story is your selling point
 Be bold – know the opportunities, be
organised and ask for them
 Prepare well – so long as you prepare your
content well you can do anything
 Be relevant – respond to emerging
trends with strong thought leadership

4. Personalisation

5. Be bold
 Speaker sessions:
• Pitch to content editors not marketing people
• Create a paragraph with a brief explanation of
the speaker session and speakers involved
• Pitch your speaker session at least 3 months
before the event
 Opinion pieces:
• Find the editor online and pitch a few
sentences / paragraph to them
• Once approved, write your piece
• Send to the editor and take feedback
• Make sure you have a strong rights free
image or video content for the piece
REMEMBER: journalists and conference producers need you as much as you need them

6. NOTHING IS WASTED
 Use your own channels to share your content
 Utilise channels such as Facebook, Twitter & Instagram, long form such as Medium
 Build your network through those channels including key press and event editors

7. Be bold – calendar example
Opinion piece
‘innovation’
May
Innovfest
unbound
Tech in Asia
May
Echelon
June
Opinion piece
‘tech start-up’
June
Opinion piece
‘financial tech’
July
Opinion piece
August
Opinion piece
September
TechInnovation
September
Singapore FinTech
Festival
November
Opinion piece
October
Opinion piece
November
FORCS Fintech
July

8. Prepare well
 For speaker sessions
• Create content in advance
• Be clear and succinct
• If you can, just tell your story
• Imagery and videos will bring it to life
 For opinion pieces
• Create a call to action headline
• Use short succinct sentences
• Add actionable tips for the reader
• Take feedback from the editor

9. Be relevant
 Keep note of trends as they emerge, and if
they mean something to you or your business
prepare your POV
 If you feel passionate about a subject, reach out
to your press contacts to tell them
 Offer to write an opinion piece or share a
quote from you on the subject
DO – be brave and speak out DON’T – be rude or critical of your competitors, partners or clients

10. Examples

11.  Personalisation is key – as a start-up your personal story is your selling point
 Be bold – know the opportunities, be organised and ask for them
 Prepare well – so long as you prepare your content well you can do anything
 Be relevant – respond to emerging trends with strong thought leadership

12. THANK YOU