Today, at our most recent Breakfast and Brainfood event in London, Rob Mitchell, CEO of Longitude, talked us through the ins and outs of getting thought leadership right for the C-suite. The session brought together influential communications and marketing professionals from across the financial services to learn how we can better engage, inform and influence business leaders in this field.
Rob’s presentation and following lively discussions gave us much to think about, so we’re excited to share some of our key takeaways.
Differentiation is crucial
Thought leadership has to be based on original thinking, helping brands engage top decision makers and supporting broader commercial and marketing goals. Without this originality, it is simply not thought leadership.
With senior decision makers spending on average four hours a week consuming thought leadership and 40 percent most valuing unique insights, it’s important to think about what makes your business stand out and what your audience wants to hear. Focusing on the three lenses of an audience, competitors and capabilities will help you get this right.
We have been told for some time that executives no longer want long-form content and that shorter, digestible formats are preferred. But the reality is more complex. While case studies were cited as the most popular form of thought leadership content, with 46 percent choosing this option, echoing a trend towards greater story-telling, long reports still have a role to play.
Overall, it’s crucial to present your audience with both variety and format choice. Not only because people digest content in different ways, but this will often vary from topic to topic.
Adopt an outside-in approach
All too often, thought leadership is written from the inside-out, when in fact it should be the opposite. Thinking about your audience first, the challenges they are facing and how you can help them should shape your approach and will add significant value to thought leadership content.
It’s a marathon not a sprint
For so many businesses, thought leadership is often a once and done affair, but it shouldn’t be. Compelling thought leadership content should be consistent, build momentum and more importantly be something that people can engage with over a long period of time.
If this is the sort of event that sounds of interest to you then please get in touch. We look forward to seeing many more of you at our future events!