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Thought Leadership
Development &
Marketing: An
Interactive Workshop
AZ Tech Council 2014 CEO Retreat
The plan1.Understand the benefits of thought leadership – benefits for
you professionally, for your company, and for the AZ tech
industry
2.Walk through the 4-step process of thought leadership
strategy, development, and marketing
3.Discover ways to develop thought leadership despite the
challenges – including leveraging existing resources to the
fullest extent
@cmmarketing
castelazocontent.com
The CEOsTony Portela, Co-Founder, onTop Technology
Corporation
Bridging the STEM Talent Gap Not About Degrees, But
Skill Sets
Mary Juetten, Founder and CEO, Traklight
3 Lessons Learned from Corporate America That Apply
to Startups Too
Clark Peterson, CEO, Telesphere & Chairman, Cloud
Communication Alliance
In an IoT World, Corporate Communication Systems
Come Out of the (Server) Closet: The Inside Story of the
Largest Refresh of Technology in Communications
History
@cmmarketing
castelazocontent.com
About me
• Founder & Chief Content
Strategist at Castelazo Content
• Co-chair of the Arizona
Technology Council Workforce
Development & Education
Committee
• Board member of the Business
Marketing Association and
American Marketing Association
li: linkedin.com/in/mollycastelazo
About Castelazo
ContentWe exist to help our clients sell more.
We accomplish that by establishing the
client as a thought leader – one who leads
prospects through the sales cycle by
addressing their problems and needs,
questions and concerns.
The content we develop includes
whitepapers, blogs, bylined articles,
videos, infographics, and other content
that engages prospects, generates leads,
and converts leads into clients.
castelazocontent.com
@cmmarketing
@cmmarketing
castelazocontent.com
THOUGHT LEADERSHIP
@cmmarketing
castelazocontent.com
What is a "thought leader”?
“To me, Thought Leadership
is simply about becoming an
authority on relevant topics
by delivering the answers to
the biggest questions on the
minds of your target
audience.”
– Michael Brenner, SAP
@cmmarketing
castelazocontent.com
Key benefits of thought
leadershipFor companies, the benefits of thought leadership are leads generated and converted
For individuals, thought leadership is a way to build your professional brand and to give back to the community by sharing your hard-earned insights
Thought leadership from AZ tech CEOs is also great promotion of the tech industry here
Content is Queen
pages 6, 16, & 26 @cmmarketing
castelazocontent.com
Thought leadership content is a
sales enabler
Pages 6, 16, & 26
Content is Queen
pages 11-14 @cmmarketing
castelazocontent.com
4-step process for thought
leadership contentStep 1: Articulate what you’re
trying to achieve then determine
who the audience is, and what
insight is relevant for that
audience
Step 2: Determine what kind of
content to produce and where to
publish it
Step 3: Produce the content
Step 4: Make the content work
for you (market it)@cmmarketing
castelazocontent.com
GET TO KNOW YOUR AUDIENCE
Step 1
@cmmarketing
castelazocontent.com
Step 1: Get to know your audience
• What are you trying to
achieve? (Thought leadership,
yes, but what is the end
goal?)
• Who is the audience?
• What of your insight is
relevant for that audience?
Content is Queen
pages 15 & 16 @cmmarketing
castelazocontent.com
Step 1: Get to know your audience
• What are you trying to
achieve? (Thought leadership,
yes, but what is the end
goal?)
• Who is the audience?
• What of your insight is
relevant for that audience?
Participants: Your
turn. Time to develop
step 1 of your thought
leadership strategy.
Think about, then
write, your answers
to the questions on
the left.
8 minutes
Content is Queen
pages 15 & 16 @cmmarketing
castelazocontent.com
Step 1: Get to know your audience
Discussion
• What are you trying to
achieve?
• Who is the audience?
• What of your insight is
relevant for that
audience?
Share your Step 1 strategy
in 2 minutes or less.
Content is Queen
pages 15 & 16 @cmmarketing
castelazocontent.com
WHAT KIND OF CONTENT WILL
YOU PRODUCE?
Step 2
@cmmarketing
castelazocontent.com
Step 2: What kind of content will you produce?
• What will be the format of your
thought leadership content?
• Where will you publish it?
Content is Queen
pages 17 & 18 @cmmarketing
castelazocontent.com
Step 2: What kind of content will you produce?
• What type of content are you
going to produce?
• Where will you publish it?
Participants: Your
turn. Time to develop
step 2 of your thought
leadership strategy.
Think about, then
write, your answers
to the questions on
the left.
3 minutes
Content is Queen
pages 17 & 18 @cmmarketing
castelazocontent.com
Step 2: What kind of content will you produce?
Discussion
• What type of content are
you going to produce?
• Where will you publish
it?
Share your Step 2 strategy
in 2 minutes or less.
Content is Queen
pages 17 & 18 @cmmarketing
castelazocontent.com
PRODUCE THE CONTENT
Step 3
@cmmarketing
castelazocontent.com
Step 3: Produce the content
• What resources do you need to produce the content?– Writer (byline articles, white
papers/ebooks)
– Videographer (video)
– Graphic designer (infographics)
– Third-party contributors (customers, partners)
• Writing process– Start with the framework
(“outline”)
– Find third-party validation (ideal if from the publication you’re targeting)
– Fill in the details of the outline
– Write a catchy introduction and tie it to a catchy conclusion @cmmarketing
castelazocontent.com
Step 3: Produce the content
Rules
• Engage – even in B2B, your audience is made up of people. People want to be engaged.
• Be relevant to both what your audience needs to hear and the insights that you can provide.
• Provide value – help the audience realize an opportunity or overcome a challenge.
@cmmarketing
castelazocontent.com
Step 3: Produce the content
Participants: Your
turn. Create a rough
outline – how do you
see developing the
insight you decided
on in Step 1 in the
format you decided
on in Step 2?
10 minutes
Rules
• Engage
• Be relevant
• Provide value
@cmmarketing
castelazocontent.com
Step 3: Produce the content
Discussion
• Create a rough outline –
how do you see
developing the insight
you decided on in Step 1
in the format you decided
on in Step 2?
Share your Step 3 strategy
in 2 minutes or less.
@cmmarketing
castelazocontent.com
MAKING THE CONTENT WORK FOR
YOU: CONTENT MARKETING
Step 4
@cmmarketing
castelazocontent.com
Step 4: Market the content
This is where you fully realize the goals
that you wanted to achieve with the
content. When you’re publishing thought
leadership in an external publication it
can’t be sales-y so you have to do the
selling in other ways.
• What if you have difficulty getting the
content placed?
• How do you see this content playing
into your ecosystem?
• How can you leverage the content to
get the most mileage out of it?
Content is Queen
pages 19 & 20 @cmmarketing
castelazocontent.com
Step 4: Market the content
• How do you see this content
playing into your ecosystem?
• How can you leverage the
content to get the most mileage
out of it?
Participants: Your
turn. Time to develop
step 4 of your thought
leadership strategy.
Think about, then
write, your answers
to the questions on
the left.
5 minutes
Content is Queen
pages 19 & 20 @cmmarketing
castelazocontent.com
Step 4: Market the content
Discussion
• How do you see this
content playing into your
ecosystem?
• How can you leverage
the content to get the
most mileage out of it?
Share your Step 4 strategy
in 2 minutes or less.
Content is Queen
pages 19 & 20 @cmmarketing
castelazocontent.com
Taking this home
Step 1: Articulate what
you’re trying to achieve then
determine who the audience
is, and what insight is
relevant for that audience
Step 2: Determine what kind
of content to produce and
where to publish it
Step 3: Produce the content
Step 4: Make the content
work for you (market it)
Molly Castelazo, Chief
Content Strategist
castelazocontent.com
linkedin.com/in/mollycastelazo
@cmmarketing