you need to get recruitment right

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Efforts here are often focused on writing resources, but the critical hire – particularly in large, global organisations – is a thought leadership strategist.
This is someone with the clout to get different business units to agree to a global thought leadership strategy and action plan, to kill pet projects that have been running for years with little return, and to tell senior internal clients when their efforts are not good enough and either need rethinking or will be spiked.

Making the link between in and out
Of course, the final piece of the puzzle is linking insourced and outsourced activities. Most organisations use a mix, with outsourced thought leadership used for major global themes – often when extensive original research is needed.

External firms also have the advantage of being independent peru mobile phone numbers database of the political machinations that are inevitable in large organisations. Used judiciously, these firms can often be the only way to get different units and geographies to work together and agree on a single point of view.

Get your mix of insourcing and outsourcing right, and follow our three tips, and you’ll be well-placed to satisfy digital’s seemingly insatiable appetite for content.

To truly connect with such an audience, think about building not just one but multiple buyer personas and then creating different content types to reflect this diversity. Your audience, for example, may be made up of ‘skimmers’, ‘waders’ and ‘deep divers’ of content, some of whom will prefer video to a podcast, short articles to long ones, or reading at their desks rather than to listening during their morning commute. Be sure to service them all and give them every opportunity to engage.