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Teach Me How Develop a Thought-Leadership Program

Mary Ellen

Slayter

CEO

Rep Cap

@MESlayter

CONTENT STRATEGY

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CONTENT STRATEGY

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SEO-DRIVEN

MONSTER

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CONTENT STRATEGY

CUSTOMER-DRIVEN

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ANTENNA

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CONTENT STRATEGY

IDEA-DRIVEN

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COURSERA

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A well-designed thought-leadership program

delivers impact beyond marketing and sales.

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CONTENT STRATEGY

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THOUGHT LEADERSHIP

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UNCOVER YOUR BIG IDEAS

Cast a wide net as you look for your big thinkers.

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UNCOVER YOUR BIG IDEAS

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Look for connectors — people who work across department lines.

25%

of marketers said their own marketing teams were the primary source for ideas on their blog.

UNCOVER YOUR BIG IDEAS

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ALLOCADIA

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Leverage the data you already collect.

UNCOVER YOUR BIG IDEAS

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PAYSCALE

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Conduct your own research.

9% of marketers we surveyed are using original research in their white papers.

UNCOVER YOUR BIG IDEAS

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BULLHORN

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Let’s uncover your big ideas.

UNCOVER YOUR BIG IDEAS

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SOURCE NAME EXPERTISE

Customer

Partner

Senior Leader

Customer Success

Operations

Sales

HR/Recruiting

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BUILD THE CONTENT FACTORY

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Scalable thought leadership requires a team effort.

BUILD THE CONTENT FACTORY

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Start with a plan. 53% of marketers we surveyed said they had a formal content marketing strategy.

BUILD THE CONTENT FACTORY

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BASECAMP

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Create templates.

BUILD THE CONTENT FACTORY

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PRECHECK

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Get creative with formats.

BUILD THE CONTENT FACTORY

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RYAN ESTIS

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Decide who will do what.

BUILD THE CONTENT FACTORY

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PLAN WRITE

RESEARCH EDIT

FORMAT

PUBLISH

PROMOTE

PLAN LONG-TERM PROMOTION

REVISIT & UPDATE

BUILD THE CONTENT FACTORY

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Build your dream team.

BUILD THE CONTENT FACTORY

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TASK ASSIGNED TO

Plan

Research

Write

Edit

Format

Publish

Promote

Plan long-term promotion

Revisit & update

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SPREAD THE LOVE

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Don’t assume your staff will share your content. Ask!

SPREAD THE LOVE

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SPREAD THE LOVE

Promote links via a regular email newsletter.

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SPREAD THE LOVE

Share sample language they can use.

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WINSTON BENEFITS

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Track their activities.

SPREAD THE LOVE

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BLOOMBERG

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Reward their generosity.

SPREAD THE LOVE

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QUESTIONS?

Ask me anything at the Post-Presentation Huddle!

Bonus: Get your copy of our new research

on how content teams really get work done.

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