How to Develop and Deliver Thought Leadership | IT Services Marketing Association

Title:

How to Develop and Deliver Thought Leadership

Author:

Chris Koch

Date Published:

August 13, 2007

Ref. Number:

TB038

Pages:

Too many organizations focus on the distribution of thought leadership without questioning whether the content is truly unique, insightful, and practical. To have true impact with clients, thought leadership content must be built from four foundational timbers, according to Terry Corby, head of Global Thought Leadership Marketing for consulting firm Accenture.

This ITSMA Marketing Tool describes Accenture’s approach to thought leadership, outlined in two 4-step processes:

Developing Thought Leadership Content

Develop a position statement
Gather proprietary evidence
Build powerful examples
Elicit trustworthy testimonials

Delivering Thought Leadership

Make it personal
Make it relevant
Pick your media targets
Integrate thought leadership with mass media

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