Thought leadership marketing: moving forward first.

Thought leadership is the new value in marketing and business development. Traditional advertising is no longer the way to differentiate and make an impact, especially as trends show that consumers and clients dislike self-promotion and sponsored marketing. 

How is it done? At Anirot, we take our expertise in research and produce innovative insights which put you in the fore of your industry. Thought leadership might be associated more closely with large companies which can afford spending more than the necessary marketing budget, but truth is thought leadership can probably help SMEs even more so; in a world of online excessive content, differentiating yourself fast can only be done when others start sharing your content and nobody will want to do that unless it is curated, unbiased and not self-promoting. Thought leadership ticks all the rights boxes.


The key to thought leadership is to provide insights that people can relate to, rather than simply promote. “People”, in this sense, does not only refer to existing and potential customers but to news media, colleagues and competitors, who will all use your informed thought leadership as a valuable resource for reference. This type of thought leadership content marketing goes beyond telling people you are present; it tells them that you are a valuable resource.

Thought leadership content marketing is about becoming a resource, an authority and a trusted source. It goes beyond marketing storytelling and deep into insights, research and content which is relevant in the long-term.

1. Prioritise your areas of expertise
Note down three areas related to your core business. Are you a law firm? Maybe you want to specialise further in intellectual property law, technology law and the Internet Of Things (IoT). Start researching these topics. Write notes. Expand them into articles, short opinion pieces and informative content.

2. Distribute
Send your content to various distribution channels and integrate them into your own digital and offline channels too.

3. Transform your thought leadership into products and/or services
Plan the transition of thought leadership to actual products and/or services. For example, if you would like to find out more about thought leadership, contact us. We are writing about it, we are bringing it to the fore, and we are offering it as a product.