A practical, 10 step guide to creating the ever elusive “Thought Leadership”

Maria BurpeeDell EMEA Healthcare Marketing & Strategy Director

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Step 1: Listen

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Step 2: Identify

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Step 3: Develop

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Step 4: Design

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Step 5: Decide

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Step 6: Engage

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Step 7: Collaborate

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Step 8: Map

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Step 9: Measure

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Step 10: Sustain

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1. Listen, observe, watch trends, find the conversations

2. Identify and assign SMEs, speakers & execs

3. Develop and document POVs, Messages, Content

4. Design a mix of content vehicles and mediums

5. Decide on and establish your core platforms and channels

6. Engage key targets and influencers, build relationships

7. Collaborate w/ PR/AR/GR to tie in releases, pitching, bylines,

briefings

8. Map SMEs to POVs to vehicles to channels to audience

9. Measure what you can, track everything

10. Sustain; “Keep bar high, put out good content; f**k

frequency”LISTEN. ENGAGE. SUSTAIN.

Thank You

Maria_Burpee@dell.com