How to make C-Suit Clients Authentic Thought Leaders

How to make C-Suit Clients Authentic Thought Leaders

There’s a misconception that a corporate thought leadership content strategy can be ‘bought in’ wholesale.

By definition, any organisation’s thought leadership strategy has to be built on the intrinsic ethos of that organisation. 

And, in order for a content strategy professional to crystalise what that is within the C-Suite’s organisational mandate, a laser focus has to be placed on the processes of business goal assessment and identifying user needs.

Business Goal Assessment

For so much of the last decade, a number of firms - who previously embraced legacy operational practices and perceptions - opened themselves up to disruptive initiatives that promised greater exposure; engagement and profit through innovation.

To varying degrees, this meant an abandonment of those old practises. And, as with new and potentially inspirational concepts, some leant too far to the right in terms of diving ‘all-in’ (forgive the mixed metaphors!).  

The desired outcome was (and is) of course, to not throw the baby out with the proverbial bathwater ( …apologies again).

Balance is obviously the key to being effective.

This is fundamentally why it’s extremely important to apply an effective strategy that determines the character of an organisation; its raison d’etre from inception, and how that has changed - due to a morphing environment (economical or ethical) - and its current aspirations.

And it shouldn't be inconceivable that those aspirations still incorporate the original mission statement ethos - effectively, the foundation for that firm’s existence.

Therefore, who better to identify these characteristics than members of a firm’s C-Suite.

To begin the development of any effective thought leadership content strategy, C-Suite leaders need to be open to analysing both their collective and individual priorities; colloquially speaking, to be able to clearly define ‘what it’s all about?’ in terms of their business aim.

And there also has to be the will within the C-Suite to accept that any examination of their perceptions may be challenging and deep diving - with an expectation from the professional content strategist for candid responses; as well as the acceptance for necessary change, based on valid, data driven insights. 

User Needs

Meanwhile, if a firm suddenly announces it wants to totally change its original mission statement, the best advice to give is “wrap things up and start a new enterprise!”

There needs to be a retained, recognisable and sustainable framework based on the original concept of the company.

With this in mind, Thought Leadership then needs to speak as pertinently to users, even as it reflects the fully examined views of the C-Suite.

The process of assessing user needs involves creating multifaceted practises, protocols and projects, as it should. 

This is fundamental to the success of optimum engagement and profit growth. 

It’s where an expert thought leadership strategist demonstrates their metal, and their ability to identify and orchestrate all the internal and external stakeholders needed to achieve this aim!

It’s important for C-Suite experts to also understand that the best leaders are already aware that team interactions are based on collaborations (not dictation), which includes listening to team needs as well as team ideas.

This is achieved by having internal thought leadership structures securely in place.

Assessing external user needs involves - desirably - the creation of stunning, bespoke thought leadership content structures, which - when correctly project managed - can positively reposition an organisation within its sector.

Ultimately, those structures must always echo the tone of voice (ToV) of C-Suite members in terms of their vision, their commitment and their leadership brand.

Ingrid Smith is a UK based senior content strategist, storyteller & mentor

INGRID SMITH

Senior Fintech Marketing & Content Strategist|Thought Leader|B2B & B2C Business Developer & Project Manager. I offer solutions to elevate your content strategy & marketing aims.

3 年

What is your definition of thought leadership?

回复

要查看或添加评论,请登录

INGRID SMITH的更多文章

  • UK GOVERNMENT'S RESPONSE TO THE COST OF LIVING CRISIS

    UK GOVERNMENT'S RESPONSE TO THE COST OF LIVING CRISIS

    In response to the cost of living crisis, UK Chancellor Rishi Sunak today officially introduced a windfall tax on…

    1 条评论
  • How To Build A Content Strategy That Values Your Staff & Stakeholders

    How To Build A Content Strategy That Values Your Staff & Stakeholders

    A Place And A Purpose It’s rare. To find that role in adult life that fulfils all your youthful aspirations; to achieve…

    1 条评论
  • Why Advocacy Should Be Prioritised In Any Content Strategy

    Why Advocacy Should Be Prioritised In Any Content Strategy

    Perception Even as so many of us acknowledge personal notions of purpose and worthy aspiration, it can be very easy to…

  • How To Start Out As A Content Strategist & Storyteller

    How To Start Out As A Content Strategist & Storyteller

    A long time ago many of the current best content strategists were professionally trained journalists. Not the grubby…

  • One Friend to Another

    One Friend to Another

    A white male friend asked a black female friend what she thought of the 'Black Lives Matter' movement - this was her…

  • How a business can establish a leading position

    How a business can establish a leading position

    Success for any enterprise lies in aiming to establish a leading position in its field. Be the best at what you do by…

  • The High Street Needs To Offer More!

    The High Street Needs To Offer More!

    As Debenhams faces almost certain demise and Arcadia enters administration, rumours of the death of the quintessential…

  • The things that bind

    The things that bind

    I find myself unable to avoid pervading thoughts around disinformation (so-called fake news), duplicity, and artificial…

  • SIPPs versus ISAs: an investment guide

    SIPPs versus ISAs: an investment guide

    Individual savings accounts (ISAs) and self-invested personal pensions (SIPPs) are both tax-efficient wrappers that can…

  • A guide to income drawdown

    A guide to income drawdown

    The private pension investment landscape changed fundamentally with the introduction of Pension Freedoms…

社区洞察

其他会员也浏览了