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Using Thought Leadership to Drive Sales Thought Leadership: Beyond the White Paper Best Practices in Managing Thought Leadership Assets
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Thought Leadership: Beyond the White Paper As is often the case with marketing documents, when writing TL content you should start with “Who am I trying to reach?” and “What is the purpose of this piece?" Below are a few of the more commonly used Thought Leadership components: 1. Visionary. The highest level thought piece demonstrates your company’s in-depth understanding of industry trends—including regulatory, political, and market factors—and your perspective on how these trends could impact your customer’s world. Goal: Establish credibility with C-level executives. Examples: Books, podcasts/audio, and industry outlooks. 2. Executive. Abbreviated high-level conversations that emphasize the business benefits of technology. Goal: Establish credibility with top business executives. Examples: Executive briefs, webcasts, podcasts/audio, published roundtable discussions, case studies, ROI tools, and articles. 3. Tactical. Analyze specific problems relevant to the business, and provide (softly unbiased) solution options. Goal: Demonstrate your company’s understanding of the intersection between commercial and technological issues. Examples: White papers, Q&A documents, and news articles. For expert assistance in creating a full range of Thought Leadership deliverables, contact Launch International at 215-230-4340 or info@launchintl.com.
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