presents

Jason Miller Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

“Who I am as a guitarist is defined by

my failure to become Jimi Hendrix.”

– John Mayer

What is Thought Leadership?

“…both thought leadership and content marketing can very effectively build your

awareness and brand, but… true thought leadership is much rarer. Thought leadership

consists of ideas that require attention, that offer guidance or clarity and that can lead

people in unexpected, sometimes contrarian directions (think of Seth Godin). Thought

leadership needs to be educational and ideally provocative; content marketing can

simply be fun or entertaining”1

As Jeff Ernst, principal analyst at Forrester Research puts it:

“Business buyers don’t ‘buy’ your product or service, they ‘buy into’

your perspective and approach to solving their problems.” 1

Three Types of Thought Leadership

SUCCESS

Industry

Leadership

Product

Leadership

Organizational

Leadership

Industry Thought Leadership

9

Industry Thought Leadership

Product Thought Leadership

Product Thought Leadership

Cultural Thought Leadership

Cultural Thought Leadership

The blog is the social media rug

that ties the room together.

Laying the Foundation

Company Page/Showcase Page

Company Page Showcase Page

Sponsored Updates

LinkedIn Groups

Publishing on LinkedIn

LinkedIn Pulse

SlideShare

Marketo Moz Content Marketing

Institute

Activating Employees

Tap Into Multiple Sources

LinkedIn Pulse

Why it’s important to measure Thought Leadership

Reputation Relationships Revenue

Thought Leadership Throughout the Funnel

Measuring Thought Leadership Impact

Aligning thought leadership with messaging strategy

Understand what prospects

and customers believe

Develop and articulate a well

informed point of view

Frame a story in terms of

the value delivered to help

buyers see new possibilities

“Sometimes you want to give up the guitar,

you’ll hate the guitar. But if you stick with it,

you’re gonna be rewarded.”

– Jimi Hendrix

But don’t think you have to go it alone.

Here’s a handy checklist for thought leaderships success:

Define what thought leadership means

to you/your organization

Secure top-level buy-in and support

Align thought leadership with

product/service and organizational

leadership goals

Establish a process for brainstorming,

vetting and developing a manageable

number of ideas

Develop a unique and groundbreaking

viewpoint

Use content marketing concepts and

best practices to disseminate your

thought leadership

Deliver thought leadership at every

stage of the buying cycle

Define success criteria and measure

and report on it

Thought Leadership Will Save Us

from Content Shock

33

“People want a thrill, people want

a spectacle and people love

to be entertained.”

The most effective platform for marketers to reach audiences,

nurture prospects and acquire customers

Accelerate sales

by reaching the

right people with

helpful content

throughout the

buying process

Share relevant content

and campaigns with

the world’s

professionals

Content & Campaigns

Get to the right people

with precision-focused

B2B multi-channel

marketing

B2B Marketing

Thank You!Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg