Every C-suite member aspires to be a respected thought leader in their industry, but most are not acting as the driving force behind the thoughts and insights shared with their customers and peers within their industry. In order for an organization to be recognized as a reputable thought leader, it’s essential for its thought leadership campaign to deliver authentic, cutting edge ideas that will inspire and influence others. This is more likely accomplished if the message is supported from the top – the CEO.

Most CEOs’ schedules will not allow the time required to lead and manage an entire thought leadership campaign. To solve this, organizations have added a new role to their team – Director of Thought Leadership. Typically this role is best suited for the Chief Marketing Officer (CMO) who is well versed on the mission and brand of the company. The CMO will be the most effective in designing and implementing the overall campaign strategy and will help articulate the company’s view and value around the issues causing problems for its customers and peers. Most importantly, the CMO can then weave the CEO’s ideas, knowledge, and passion into the messaging to keep it authentic – they are sometimes in a better position to know of trends before they happen and how to apply their insights into tangible business results.

Here are useful tips for CMOs on how to approach thought leadership:

  1. Position Your Message
  • Decide in what space the company brand would be best suited to and seen as a thought leader.
  • Include insights on topics that are within the corporate agenda.
  • Align the company’s brand with the message.
  1. Find Your Thought Leaders
  • Although it is important to have your CEO’s support and passion behind a campaign, it’s necessary to have an arsenal at your disposal that can contribute to content.
  • Make sure thought leaders are accessible and able to comment and provide feedback if the audience seeks answers or wants to start a discussion.
  1. Know the Purpose of Your Campaign

Decide if it’s more important to:

  • build the company’s reputation;
  • sell products and services;
  • grow the client base;
  • or enhance account-based marketing.
  1. Know the Influence

Signs a campaign is taking hold and influencing readers:

  • Media outlets will reference content or a thought leader.
  • An industry award will be presented recognizing leaders in a specific field.
  • Being asked to speak at a conference or webinar
  1. Decide your Delivery Methods
  • Digital
  • Press
  • Face-to-Face Meetings
  • Educational Seminars/Webinars
  • Customer Education Websites

Do you have questions how to start a thought leadership campaign? Contact me for more information.