TL 2Today, many organizations look at thought leadership as a way to differentiate its content. While seemingly a reasonable objective, in reality thought leadership is not a content strategy. It is a cultural imperative inside organizations committed to innovation and disruption. Breakthrough product lines, radically different processes, introduction of new industry categories, the reinvention of staid industries, the creation of standards that stimulate collaboration and new platforms for growth, etc. are all part of the DNA of thought leadership. True thought leadership is not possible without a culture that lets big thinkers thrive by supporting calculated risks, encouraging new ways to do things, pushing others to go beyond the obvious, thinking about new approaches and consistently measuring impact in order to enhance and refine. True thought leaders back up their ideas with research and additional voices. Then, they inspire others to add to the thought stream.

The output of thought leadership eventually becomes part of an overarching strategy that includes change management, the stimulation of broader conversation and collaboration, both internally and externally. One of the methods for engaging others is content that reflects the thought leadership instead of creating thought leadership to fulfill a content plan.

The following Thought Leadership Maturity Model helps organizations determine where they fall on the maturity progression and identify the steps they need to get to the next level, if desired. Some organizations thrive as a prolific publisher. Others have committed subject matter experts who can contribute a differentiating POV to the marketplace. These companies choose to be the best at these points on the progression without going further.


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Cheryl Treleaven
Cheryl Treleaven

Principal

Engaging your customers is at the heart of successful marketing programs. For more than 20 years, Cheryl has been building and executing content and thought leadership strategies designed to do just that. She is excited to be applying that well-honed skill to a help companies like Microsoft, Cisco, 3M, Intel, Capital One and Barclaycard tap into their stakeholder communities and build sophisticated content strategies.

Her experience base spans a range of industries – from technology and financial services to retail, travel, consumer products and healthcare. Cheryl has served as an integral member of her clients’ marketing teams, providing counsel on marketing and brand strategy, thought leadership, media relations, product introductions, and event management.

Prior to joining ComBlu, Cheryl spent 10 years leading corporate marketing for large, complex organizations.