Harness the power of thought leadership to drive brand

Thought leadership as a brand differentiator has become more important than ever before, especially for B2B organizations and their leaders. More than a content marketing campaign, thought leadership sits at the crossroad of the business strategy and the marketing funnel.

It is not a tactic but an outcome of a well-defined, well-executed content strategy. A recent Edelman-LinkedIn study found that thought leadership plays a crucial role in driving sales and consideration for services, often at a premium price. However, decision makers identified lack of quality insights and content produced as the single biggest missed opportunity, resulting in loss of trust. This session will cover how to build a B2B thought leadership program and the role of cross functional teams in content development and distribution. It will pose five questions any marketing and communication professional must ask, and provide best practices for measuring program ROI such as showing tangible business results.

In this session, you’ll:

  • What questions to ask leaders for building a thought leadership program.
  • Key considerations for defining your content strategy such as audience, channels and metrics.
  • Teaming with other departments to develop and deliver thought leadership.
  • Building a spokesperson and luminary strategy using content.

TrackMarketing and Brand
Career level: Strategic Adviser
Date and time: Monday, 4 June, 12 p.m.

Presenter / Maliha Aqeel is an award-winning, senior communicator with over 15 years’ experience in strategic communication and brand marketing. She is president of IABC/Toronto and assistant director, brand, marketing and communications at EY, where she’s responsible for thought leadership development and external communications. Prior to joining EY in 2016, she headed communication for the Institute of Corporate Directors and led development of a new ICD brand and revamp of ICD’s Director Journal magazine.