This document provides an overview of thought leadership and how to develop an effective thought leadership strategy. It discusses what thought leadership is, why organizations should pursue it, and outlines a framework for developing thought leadership. This framework includes researching insights, developing distinctive opinions, creating relevant content, distributing content through various channels, engaging in dialogue, and evaluating the impact. It also discusses best practices for thought leadership and common pitfalls to avoid. The overall goal is to shape opinion in one's area of expertise and differentiate an organization from its competitors.

1. Copyright Redleaf Polhill 2016

2. Copyright Redleaf Polhill 2016 2
“We cannot solve
our problems with
the same thinking
that we used to
create them.”

3. Copyright Redleaf Polhill 2016
What is a thought leader?
Leaders who shape opinion
and are go-to people in their
area of expertise

4. Copyright Redleaf Polhill 2016
 B2B decision making is complex
 Sophisticated buyers research first
 They want perspective and insight, not a pitch…
 …and are engaging later in the purchasing cycle
 Improves success rate in pitches – 75% say thought
leadership is important in selecting suppliers
 It differentiates you from the competition and gives you a
distinctive voice
Why thought leadership?

5. Copyright Redleaf Polhill 2016 5
“In the business
world the rear view
mirror is always
clearer than the
windscreen.”
Successful
thought
leadership

6. Copyright Redleaf Polhill 2016
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution &
Dialogue
Evaluation
Thought leadership: a framework

7. Copyright Redleaf Polhill 2016
1. Objectives
2. Target audiences
3. How to measure success
4. Project team
5. Deliverables
Idea/ project
development
Research
Collateral
creation
Distribution
& Dialogue
Evaluation
Project definition

8. Copyright Redleaf Polhill 2016
1. Define leadership vision
2. Identify white space
3. Create overarching themes
4. Draft key messages
5. Define plan and delivery
Idea/ project
development
Research
Collateral
creation
Distribution
& Dialogue
Evaluation
Strategy development

9. Copyright Redleaf Polhill 2016
1. Market trends and
forces of change
2. Customer challenges
and issues
3. Customer buying
behaviour
4. Key influencers
5. Competitor activity
6. Channel activity
• Internal sources
• Media sources
• Analysts
• Customer engagement
• Social listening
Insights Sources
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution
& Dialogue
Evaluation
Idea development –
stakeholder insights

10. Copyright Redleaf Polhill 2016
Creating a leading opinion
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution
& Dialogue
Evaluation
1. Distinctive to other opinions
2. Relevant to target audience
3. Credible and sufficiently robust
4. Insightful adds value to audiences
5. Engaging encourages dialogue and debate
6. Actionable by target audiences

11. Copyright Redleaf Polhill 2016
If journalists don’t think it
newsworthy, audiences
won’t
Unique
Visitors (000)
Share (%) of Total
Digital Population
Desktop Only
Total Internet Audience 47,523 23%
Google Sites 45,988 28%
BBC Sites 40,608 31%
Facebook 40,576 23%
Microsoft Sites 37,119 52%
Amazon Sites 36,712 32%
Yahoo Sites 32,421 39%
eBay 31,415 32%
Mail Online 28,121 24%
Sky Sites 27,437 22%
Apple Inc. 27,339 29%
Wikimedia Foundation
Sites
26,449 42%
Mode Media 24,272 36%
Trinity Mirror Group 23,333 23%
AOL, Inc. 22,052 35%
Twitter.com 21,612 26%
Linkedin 21,379 26%
The Guardian 19,200 36%
Telegraph Media Group 18,830 33%
Trusted sources:
Distribution power is
important
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution
& Dialogue
Evaluation
The press test

12. Copyright Redleaf Polhill 2016
1. Lack of a distinctive opinion – “me too”
2. Lack of depth and robustness
3. Unconnected to your business
4. No integration with distribution/ sales
5. Content that fails to engage – “so
what?”
6. No longevity
Common pitfalls
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution
& Dialogue
Evaluation

13. Copyright Redleaf Polhill 2016
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution &
Dialogue
Evaluation
Unifying Content Theme
Repurpose Reframe Recycle
Content
Outputs
Content Plan
Creating content

14. Copyright Redleaf Polhill 2016
Survey Reports
White papers
Meals Snacks
Infographics Blogs
Desk research Viewpoints/ articles
Benchmark Studies Barometers
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution &
Dialogue
Evaluation
Content outputs

15. Copyright Redleaf Polhill 2016
Time
Report
Infographic
Press Release
Article
White paper
Sharepoint
Video
Blog
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution &
Dialogue
Evaluation
Content calendar

16. Copyright Redleaf Polhill 2016
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution
& Dialogue
Evaluation
Leverage internal capital
Integrate with sales
Map customer touch points
Gain internal buy in
Distribution:
internal integration

17. Copyright Redleaf Polhill 2016
Content Channels Influencers
Direct (Sales)
Social
Online
Events
Intermediary
Promotion
PR
Display
DM
Search
Direct contact
Final
Audiences
 Journalists
 Internal
 Opinion
formers
 Suppliers &
partners
 Other
stakeholders
 Decision
Makers
 CEOs
 CFOs
 Other
Stakeholders
Distribution
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution
& Dialogue
Evaluation

18. Copyright Redleaf Polhill 2016
Social
Online comments
Crowdsourcing
Polls/ ratings
Webinars
Research phase
Interviews
Roundtables
Stakeholder meetings
Debates
OfflineOnline
Dialogue & Engagement -
map touch points
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution
& Dialogue
Evaluation

19. Copyright Redleaf Polhill 2016
 Integrate into BD programmes
 Create effective follow up
 Digital tracking & data analytics
 Capture email for reports
 Syndicate media coverage
Map customer journey
Clear calls to action
Build credibility
Inform, don’t sell
Principles Practicalities
Project
development
Research/
Idea
Generation
Collateral
creation
Distribution
& Dialogue
Evaluation
Turning thought leadership
into leads

20. Copyright Redleaf Polhill 2016
Idea/ project
development
Research
Collateral
creation
Distribution
& Dialogue
Evaluation
Outputs
Business Objectives
Outcomes
• ROI
• Business KPIs (sales calls etc.)
• Marketing KPIs (emails captured
etc.)
• Message penetration
• Lobbying/ regulatory outcomes
• Awareness, consideration,
recognition, NPS
• Reach and Engagement: Digital,
social, print broadcast
• Share of voice
• SEO
• Communication releases
• eDirect Marketing
• Content Outputs: blogs etc
• BD phone calls
Overall
Evaluation
Key Performance IndicatorsDriver
Social Media analytics
Core audience surveys (Perception audit,
IPSOS Mori, web surveys)
Print, broadcast, digital coverage analytics
Internal business Inputs: Sales calls, web
traffic, direct response
Others: Focus groups, Google PageRank
Inputs
Evaluation: Measuring impact

21. Copyright Redleaf Polhill 2016
“No idea is so
outlandish that it
should not be
considered”

22. Copyright Redleaf Polhill 2016
Idea/ project
development
Research
Collateral
creation
Distribution
& Dialogue
Evaluation
1. Research & plan properly
2. Get internal buy in early
3. Develop truly insightful opinions
4. Repurpose to maximise ROI
5. Ensure integration with sales pipeline
6. Stimulate debate
7. Evaluate, listen and learn
Seven Commandments

23. Copyright Redleaf Polhill 2016
Summer Seminars
1230-1400 hrs lunch briefings
Creating the model press office 9 Aug 2016
Online reputation clear up 16 Aug 2016
Demonstrating value in communications 23 Aug 2016