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A practical, 10 step guide to creating the ever elusive “Thought Leadership”
Maria BurpeeDell EMEA Healthcare Marketing & Strategy Director
The narrative of this presentation is in the slide notes box below, scroll to see
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Step 1: Listen
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Step 2: Identify
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Step 3: Develop
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Step 4: Design
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Step 5: Decide
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Step 6: Engage
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Step 7: Collaborate
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Step 8: Map
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Step 9: Measure
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Step 10: Sustain
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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.