Traditionally, great marketing requires
a big budget, a great deal of manpower, and broad
advertising. When your organization isn’t able to
compete in those arenas, what can you do to punch above
your weight class?
To help us level up, we’ve invited Heather Donids
, the Director of
Thought Leadership and Insight at Harbor Capital Advisors
join us for a chat. Harbor Capital
is an investment company that specializes in
helping clients achieve the financial security they deserve.
Together, we explore the ways thought leadership sits outside of
the traditional streams of marketing. When done properly,
thought leadership allows companies and individuals to compete
on a higher level — but only if they have something to say,
and the conviction to broadcast and shepherd that idea.
Once your organization has zeroed in on the message they want
to share, you’ll need to get it to the right
audience. Heather explains how she views thought leadership as
an asset, comparing it to human capital. If you develop a
content strategy and program, you can create a strategic asset
that can be measured, compounded, and guided. The goal is to use
many voices and mediums to reach your audience where they
naturally spend their time; both in terms of what they are thinking
about, and where they are, physically.
Three Key Takeaways:
* Thought leadership needs to be in perfect alignment
with your company’s business strategy and values.
* If you have someone in your organization with
something valuable to say, equip them with the tools they need
to take that message to scale.
* Proper curation of thought leadership will cut through
the clutter and put the spotlight on important ideas.