Thought Leadership: a best practice guide

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Many organisations struggle to convert their undoubted passion, expertise and insight into content that achieves effective Thought Leadership campaigns, so we have created a practical guide produced in consultation with senior experts from CMS, The Financial Times, DWF, UBS, Eversheds Sutherland, Axelos, Insight Investment, Mayer Brown, TLT and The Boston Consulting Group. The guide provides first-hand advice on: 

  • The purpose and importance of thought leadership; 
  • Effective campaign planning;  
  • Integrating thought leadership with account management; 
  • Identifying which audience to approach; 
  • Having a relevant and distinctive standpoint; 
  • Selecting research and consultancy partners; 
  • Producing the right content;  
  • Implementation and distribution for maximum impact and durability; 
  • Converting to revenue; 
  • Measuring success. 

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