We’re live in an attention economy, and the proverbial noise being created by those seeking to get their voices heard is fast-becoming deafening. Once a piece of thought leadership content cuts through this noise, the outcome for the organisation they represent can be significant. If considered good or great quality, the perception of the business will be positively impacted and this in turn can, and often does, boost the bottom line.
Developed by Clearly, the thought leadership ENABLE quality framework clearly (no pun intended) outlines what makes for great thought leadership content for your organisation:
- The content must be well-written, using a tone of voice and language that resonates with the intended audience
- It needs to address the critical what’s-in-it-for-me factor by ensuring a clear storyline and set of key takeaways that are shareable with the audience’s colleagues and peers
- Content needs to be topical to gain interest from prospective audiences for whom the subject matter is front of mind
- The focus of the content should on one of a) making sense of what is happening right now, b) explaining the impact current trends could have on the intended audience, or c) providing possible solutions to what is taking place
- The message(s) being conveyed needs to have a call to action, whether it be in the form of influencing a change in behaviour or prompting a request for more information
- To motivate buyers, the content should provide insights that will enable audiences to adopt and adapt to their own organisations – the more information that is shared, the greater the degree of influence gained with the target demographic
- The ideas and solutions presented need to either be a variation on previously proposed ideas already in the public domain, or an entirely original thesis
- Any ‘solution’ discussed must be easily comprehended, memorable and able to stand out in an increasingly crowded marketplace
- The content should be created in a style that engages the intended audience
- It needs to leave the audience with a positive impression of both the content creator and the organisation they represent and prompt them to consume other content said creator has produced – audience buy-in
- To make the content more credible and persuasive it should cite the latest market research, surveys or polls on the subject being discussed
- If no data is available, insights can be boosted through the sharing of client experiences and case studies that bring the point being made to life
Source: Developed by Clearly PR
Clearly on point
Objective: In 2017, Clearly was appointed to support an international resourcing consultancy that worked with several of the fastest-growing, most innovative and exciting tech companies in Europe. With offices in London, Frankfurt and Barcelona, the company needed to elevate the profiles of its most senior people as true industry experts while enhancing the reputation of the 100-person organisation itself.
Approach: From a thought leadership perspective, we focused on the ENABLE framework that would advance ideas, stir an emotional attachment to our clients’ brand, and position them as a go-to resource both for their target market but also as a credible source for the media that covers it.
Impact: Opportunities for quotes, by-lines, interviews, and full articles in the media increased 100 per cent in 12 months. At the same time, the quality of new business enquiries generated and subsequently converted was such that the business saw revenues increase 25 per cent during each year we worked with them. Traffic to our clients’ website also saw a rise of 56 per cent in the first year alone.
Thanks for reading, and if thought leadership content creation is in your marketing plans in the coming months, contact Paul MacKenzie-Cummins, managing Director at Clearly, via email – firstname.lastname@example.org He can share a plethora of examples of how this form of promotion and engagement – when done right – can boost your organisation’s profile, influence, and bottom line.