18 Sep C-suite confirm Thought Leadership delivers a high ROI
Effective thought leadership is part of an overall PR program, which in turn should be part of an overall marketing program. When it isn’t, ROI suffers.
These are the findings, released in Curtis Sparer’s article in Fast Company, after Bospar recently joined forces with UK market research firm Reputation Leaders on a thought leadership survey. The results show that top organizational leaders believe thought leadership has a high ROI of 16% or greater—while department heads estimated its ROI between 5% to 15%.
There are better and worse ways to produce thought leadership. The best ways are to:
- be thoughtful and purposeful about it
- consider your audience
- pay attention to what others in your competitive landscape are saying about the topic so you have the context to add something new to the conversation
- focus on issues and trends instead of products
- provide others with meaningful observations or advice they can apply in their daily lives
A common mistake is to produce a single piece of content and say, “Voila! We’re done!” Thought leadership requires a regular cadence. Like any type of marketing program, consistency is critical.
Curtis Sparrer is a principal of Bospar PR. Business Insider has twice listed him as one of the Top Fifty in Tech PR.
Reputation Leaders is a global thought leadership consultancy. Our people are passionate about business as a force for good, believing that profit and purpose can co-exist by aligning brand purpose, responsibility and reputation. Reputation Leaders Ltd managed the study which ran in March 2023 with 105 US-based senior business leaders. All leaders were C-suite executives, owners, or board members. All are leaders of companies currently producing thought leadership. The leaders surveyed run companies from various sectors, sizes, and regions.