This framework outlines the three components that form part of an effectiveness measurement model for thought leadership.
Treat each piece of evidence like a piece of a jigsaw puzzle. When you pull them all together they form a clear picture of thought leadership’s impact.
We can sort these jigsaw pieces into three categories; alignment, engagement and influence and impact.
Success is impossible without alignment: buy-in from every relevant function in the business, as well as agreement about the overall goals.
Strong alignment means thought leadership is woven into the organisation’s business model.
Paul Lockstone
Managing Director for Corporate Communications at Barclays
It’s important to ensure that these metrics span paid, earned, shared and owned channels.
AMEC’s Barcelona Principles are a valuable guide for tracking PR effectiveness. Remember that quality and quantity are both key, and avoid advertising value equivalent (AVE) – it’s now discredited as a metric.
Global Editorial Director, McKinsey
Thought leadership provides a great hook for conversations with clients and prospects.
Drawing on the knowledge and experience of leading thought leadership practitioners, we share insight on the following:
Longitude, the Thought Leadership Network’s commercial partner, is running a series of online workshops designed to tackle the biggest challenges marketers face when developing insight-led campaigns. From early planning to measuring the impact, we share new ideas and best practice on how to create a successful campaign.
What prevents effective measurement?
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