Create great thought leadership campaigns - putting "thought" into thought leadership
Clients value pithy, research-based analysis on business challenges and advice on how to tackle them. According to one FD "With so much information out there, a targeted, well summarised piece of analysis from a solid advisor means a lot to me". Too often, however, thought leadership pieces are analysis-light, thinly-disguised sales pitches.
Having delivered successful analysis for clients including Dresdner Kleinwort, KPMG and PwC, we set out what makes good thought leadership.
Get the right theme and take a position
A compelling theme is crucial. Lighthouse undertakes extensive desk research to identify "hot themes" and new angles not already picked up by competitors. We invest considerable time talking to internal stakeholders, analysts, the PR team and potential recipients of the findings to refine themes and to define desired outputs for press and business development.
Proven approaches
Certain approaches seem to have timeless appeal. The mega-trends - Tackling emerging issues such as complexity, globalisation and the credit crunch and analysing what will happen in 3 or 5 years time. The trick is to avoid hype, basing predictions on real evidence and give practical guidance. A well-timed piece of research can significantly raise brand profile through
press coverage. A recent study on Capital Flows Lighthouse undertook for KPMG achieved 240 press items in 17 countries. Critiquing new legislation - How will it impact business? Does it make the UK more or less competitive? Going beyond the technical issues and analysing impact on business and society adds value. Regular monitors - Let your analysis take root and repeat periodically. Journalists in particular value trend data.
Great thought leadership blends case studies, financial analysis and qualitative interviews into a compelling and fully thought out proposition. Don't just describe the problems - shape a "house view". A senior director told us "I want them to impart some of their own advice... share the firm's personal wisdom".
Thought leadership can deliver compelling results
1 A good piece of analysis and "house view" instantly says "we're an adviser that understands you and your business".
2 Get return on investment. Use the research as the basis for a marketing campaign including PR (and TV and radio appearances), seminars, appointment setting, web and pod casts. consider cutting the results for different audiences e.g. country or sector digests.
3 It provides an opportunity for partners to contact prospects to discuss something new and
compelling.
"Aim for high impact and succinct solid analysis. If the reader can digest the analysis and absorb it from a 10 page pamphlet then avoid the 50 page document smothered with pie charts or acres of dense text."
Ben Kent, Partner
Clients value pithy, research-based analysis on business challenges and advice on how to tackle them. According to one FD "With so much information out there, a targeted, well summarised piece of analysis from a solid advisor means a lot to me". Too often, however, thought leadership pieces are analysis-light, thinly-disguised sales pitches.
Having delivered successful analysis for clients including Dresdner Kleinwort, KPMG and PwC, we set out what makes good thought leadership.
Get the right theme and take a position
A compelling theme is crucial. Lighthouse undertakes extensive desk research to identify "hot themes" and new angles not already picked up by competitors. We invest considerable time talking to internal stakeholders, analysts, the PR team and potential recipients of the findings to refine themes and to define desired outputs for press and business development.
Proven approaches
Certain approaches seem to have timeless appeal. The mega-trends - Tackling emerging issues such as complexity, globalisation and the credit crunch and analysing what will happen in 3 or 5 years time. The trick is to avoid hype, basing predictions on real evidence and give practical guidance. A well-timed piece of research can significantly raise brand profile through
press coverage. A recent study on Capital Flows Lighthouse undertook for KPMG achieved 240 press items in 17 countries. Critiquing new legislation - How will it impact business? Does it make the UK more or less competitive? Going beyond the technical issues and analysing impact on business and society adds value. Regular monitors - Let your analysis take root and repeat periodically. Journalists in particular value trend data.
Great thought leadership blends case studies, financial analysis and qualitative interviews into a compelling and fully thought out proposition. Don't just describe the problems - shape a "house view". A senior director told us "I want them to impart some of their own advice... share the firm's personal wisdom".
Thought leadership can deliver compelling results
1 A good piece of analysis and "house view" instantly says "we're an adviser that understands you and your business".
2 Get return on investment. Use the research as the basis for a marketing campaign including PR (and TV and radio appearances), seminars, appointment setting, web and pod casts. consider cutting the results for different audiences e.g. country or sector digests.
3 It provides an opportunity for partners to contact prospects to discuss something new and
compelling.
"Aim for high impact and succinct solid analysis. If the reader can digest the analysis and absorb it from a 10 page pamphlet then avoid the 50 page document smothered with pie charts or acres of dense text."
Ben Kent, Partner