In Part One of this blog series, I introduced the concept of true thought leadership and the underlying maturity model that becomes the basis of a thought leadership roadmap. I referenced a scorecard that helps organizations determine their readiness across several dimensions of thought leadership. This post gives more detail about the scorecard and how it helps to build a roadmap.
The scorecard considers the following aspects of thought leadership:
For each dimension, the scorecard presents a series of questions across a ‘crawl, walk, run’ continuum. For example, under sustainability, it prompts discussion around such things as: topic selection methodology, relevance filters, content planning, resource planning, SME identification and training, and long-term conviction. In contrast, the section about credibility probes around voice, differentiation, partnership with influencers and content performance.
For each question, the user rates their organization on a 1-5 scale according to their maturity or capability presented in each question.
The process determines how well best practices are being applied and provides insights into how to get to the next level. Ultimately, the information provides a basis for:
- Objectively defining the current state
- Determining the appetite for specific thought leadership strategies
- Identifying the delta between current and future state
- Pinpointing the functions and roles that need to collaborate
- Allocating budget to the program
- Creating meaningful KPIs for the program
- Testing thought leadership assets for differentiation and alignment with overarching strategy
- Analyzing the culture for thought leadership readiness
Kathy’s forte is enterprise content strategy, content marketing and thought leadership. Over the past 40 years, she has worked with both emerging brands and large enterprises in developing content and thought leadership strategies. She has written several research reports, white papers and has been a key contributor to Forbes Publish or Perish Report.