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The Content Strategy of
Thought Leadership
IABC World Conference 2015
Stacey King Gordon
@staceykgordon
I was looking for an individual
who was addressing the big
questions with which today’s
most senior executives are
wrestli...
20%
Of marketers say they believe the content their companies distribute
establish them as thought leaders in their indust...
Why thought leadership matters
Long-term benefits of thought leadership
More inbound
inquiries
More short listing
Faster sales cycles
Higher close rates
B...
Brand value and thought leadership
#1: Apple #2: Google
#3: Coca-Cola #4: IBM
Integral to the culture and
brand
Thought leadership is: Thought leadership isn’t:
Something that originates in the
market...
Content strategy is essential to
achieve thought leadership
Efforts are fragmented.
Different departments are doing different things.
Leaders and experts aren’t involved.
Executives a...
FOCUS
SUSTAINABILITY
STANDARDS
Focus
What you
uniquely
know
What your
audience
cares about
Where
You
Credibly
Play
Getting to the brand POV
•  Brand positioning
•  Existing content
•  Company strategy
•  Leaders’ vision for the future
• ...
Awareness Research Consideration Purchase Relationship
WHAT THE CUSTOMER IS DOING
Deciding to buy; beginning to
plan
Resea...
Standards
Relevance
Structure
Credibility
Accuracy &
Timeliness
Clarity,
Readability
& Focus
Findability &
Organization
Tone &
Style...
Checklists
Style Guides
Sustainability
Lean teams
Limited time
Little to no budget
Sustaining thought leadership success
Ownership &
Communication
Publishing
Strategy &
Prioritization
Processes &
Planning
...
Sample:
Three Tiers
of Content
Premium/Proprietary Content
Best Practices/Solution Content
Current Awareness/Expertise
Sample: content priorities/production
guidelines
Tier 1: Premium/
Proprietary Content
Criteria: Original research, first-t...
Measuring success
Start small and stay focused
•  Benchmark where you are today on: engagement, relevancy,
and quality.
•  Start with 5-7 KP...
Thought leadership communication is a
commitment. Content strategy can help.
You have to prepare for it to be hard.
It tak...
Thanks!
Stacey King Gordon
Twitter: @staceykgordon
Why thought leadership matters
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Why thought leadership matters

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