best practice: a practical, 10 step guide to creating the ever elusive “thought leadership”,...
TRANSCRIPT
A practical, 10 step guide to creating the ever elusive “Thought Leadership”
Maria BurpeeDell EMEA Healthcare Marketing & Strategy Director
12 Maria Burpee
1. Listen, observe, watch trends, find the conversations
2. Identify and assign SMEs, speakers & execs
3. Develop and document POVs, Messages, Content
4. Design a mix of content vehicles and mediums
5. Decide on and establish your core platforms and channels
6. Engage key targets and influencers, build relationships
7. Collaborate w/ PR/AR/GR to tie in releases, pitching, bylines,
briefings
8. Map SMEs to POVs to vehicles to channels to audience
9. Measure what you can, track everything
10. Sustain; “Keep bar high, put out good content; f**k
frequency”LISTEN. ENGAGE. SUSTAIN.