THOUGHT LEADERSHIP MARKETING AUDIT Accelerate your returns from thought leadership with this comprehensive 90-page review

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THOUGHT LEADERSHIP (AKA "RECOGNISED INDUSTRY LEADERSHIP")

HAS BIG BENEFITS YOU'RE RECOGNISED AS AN INDUSTRY LEADER, AND WHEN PEOPLE HAVE A PROBLEM YOU'RE THE FIRST NAME THAT COMES TO MIND

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BUT EARNING A RETURN ON TIME INVESTED IN THOUGHT LEADERSHIP ISN'T ALWAYS EASY TO EARN RETURNS, YOU MUST: - HAVE THE RIGHT ALIGNMENT BETWEEN YOUR PERSONAL EXPERTISE AND BUSINESS POSITIONING - DELIVER VALUABLE, WELL EXECUTED CONTENT - HAVE AN EFFECTIVE DIGITAL SALES FUNNEL IN PLACE TO CAPTURE INTEREST AND BUILD RELATIONSHIPS THIS AUDIT SPECIFICALLY REVIEWS ALL OF THE COMPONENTS YOU NEED IN PLACE TO SEE A RETURN FROM EXPERT FOCUSED CONTENT MARKETING

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•  We use analytics, client interviews and a detailed workshop process to review your expert positioning, content strategy and digital sales funnel from every perspective.

•  You receive a comprehensive 90 page report, with detailed analysis and concise recommendations (see next page for typical table of contents)

•  Report delivered within 14 days of analytics access (see page 7 for delivery process)

•  Fixed pricing from $5000 (see page 8)

Introducing the thought leadership marketing audit

WHAT’S INCLUDED IN THE AUDIT

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Expert positioning review •  Do customers succinctly and consistently

understand what your company does?•  How do customers describe what you do?

What parts of your service/product do they really value?

Content topics and themes •  What are the right themes to support your

positioning (in the context of high-pain client problems)

•  How valuable are your current content themes (from the perspective of the business, clients and analytics)

Detailed keyword and SEO review •  We examine whether your content is helping

(or hindering) your search traffic acquisition•  Competitive keyword analysis, looking at

keyword competition and where your key competitors are finding traffic

WHAT’S INCLUDED IN THE AUDIT

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Acquisition analytics •  We use web analytics to rigorously examine

the performance of your established content. Typically we identify 20% of your content driving 80% of your returns

•  We assess language, headline quality, acquisition and engagement

Client shareability •  How are your content topics perceived by

clients – which topics are the most valuable and well remembered?

•  Key recommendations for increasing sharability of content

Conversion optimisation review •  Does your website facilitate an easy move

down the sales pipeline?•  Assessment on language, calls-to-action,

information design, images, social proof (and a range of other areas that impact conversion)

Acquire Engage Convert

The aim is to add subscribers, who want to learn more about your expertise and opinions. Practically, this means bringing them to your website and getting them to subscribe.

The aim is to build front-of-mind awareness of your expertise. Practically, this means getting them reading and engaged every week.

The aim is to get prospects to trial your product/service, and existing customers engaged in new sales conversations. Practically, this means promoting contextual product/service awareness and providing soft entry offers.

Great content

Every part of the audit is focused on delivering you the most economic, scalable sales funnel

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Our approach: Thought leadership must lead to sales

The audit is a holistic review of your marketing ‘engine’

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Business positioning Site design and

information structure

Sales and marketing

funnel

Lead generation

Conversion funnel

Content execution

Social

Email

Amplification

Who are your customers

Product positioning

Conversion optimisation

Channels to audience

Content magnets

Topics

Getting all of these pieces right is how we deliver consistent, long-

term ROI from thought leadership (Fixing any one piece is how we

can deliver you quick wins)

Depth

Tone

Format

Format

Headlines

Audience growth hacking

Length

Message consistency

Sales assets

Keywords

Partnerships and PR

Search

Contextual conversion awareness

Contextual product

awareness

Customer integration

Calls to action

Repurposing

Visible experts

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Business perspective

Customer perspective

Data perspective

Your positioning and content

In-depth session with primary

content producer /

thought leader in your business

20 minute research interviews with

your current clients. We use

analytics to target clients who are

most engaged with your current

content

Email, web and social analytics benchmarked

We use three data sources to measure the match between customer problems, your solutions (and

consequently, your content)

A rigorous 360° process of workshops, interviews and data

Engagement letter signed Pre- commencement

Kick-off session

Process commences

T + 7 days

T+8 days

T+ 14 days

Meeting or call (45 minutes) to introduce the process and outcomes. Comprehensive data/analytics request sent following discussion

You provide us with analytics access to key platforms (email, web and social), as detailed in kick-off session

Deep dive workshop (three hours) on-site, to deeply understand your positioning and expertise. Key thought leaders and marketing P&L owner(s) should attend

Client interviews conducted (20 minutes / interview)

Results presentation (two hours), opportunity to discuss results and questions

Call to discuss any further questions and next steps T + 28 days:

You get Results in 14 days

T + 1 day Identify targeted clients for interviews. We write 10x interview requests for you to forward

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SME Corporate Enterprise

Markets addressed1 1 1 1+

Customer interviews per market segment2

6 12 12+

Detailed keyword and SEO review

✓ ✓

✓

Content topics and theme recommendations

✓ ✓ ✓

Conversion optimisation review

✓ ✓ ✓

Detailed review and recommendations on activation assets

✗

✓ ✓

Brand personality audit and recommendations

✗ ✓ ✓

Customer channel feedback ✓ ✓ ✓

Conclusions and recommendations (including the five highest ROI actions to take right now)

✓ ✓ ✓

Pricing3 $5k $10k Call us to discuss your

requirements

Notes: 1.  Markets are defined as groups of customers who require materially different sales processes. For

example, selling the same product to both B2B and B2C markets will generally require different sales processes..

2.  Where available, additional customer interviews are charged at $300 per interview. 3.  All pricing is exclusive of GST

Packages and pricing

DIGITAL FRONTIER PARTNERS THOUGHT LEADERSHIP MARKETING AUDIT

Chris Stevens, Managing Partner

The business: Digital Frontier Partners Digital Frontier Partners are a digital advice and transformation consultancy. The team of partners and consultants has deep experience diagnosing and equipping large organisations for digital transformation. The challenge: Content Audit Digital Frontier Partners wanted more leverage from their website and digital marketing - With the aim of using content to attract and qualify new clients.

“The content audit was incredibly valuable in thinking about our positioning and how we use our website in a sales context… it’s an investment I have no hesitation in recommending to any B2B business.” - Chris Stevens

EXECUTIVE MEDICINE THOUGHT LEADERSHIP MARKETING AUDIT

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Dr. John Cummins, Medical Director

The business: Executive Medicine Executive Medicine delivers full service executive health check-ups for 800+ of Australia’s top CEOs and executives. The challenge: Content audit The business was preparing for a digital refresh and wanted to ensure that their positioning and content marketing would translate to new business.

“You will learn things about your customers that are worth many, many times the investment. It gives us a strong foundation for all our future marketing.” - Dr. John Cummins

Expert focused content marketing makes sense for companies who have a high gross margin sale with a significant requirement for customer education, and an average pricepoint greater than $1000.

As a result, industries we do a lot of work with include finance/wealth, education, management consulting

and tech. In addition, there are specific use cases where expert content makes sense, such as: > An individual executive looking to build profile to secure board roles

> As part of an employer brand campaign for recruitment.

At Thought Leadership Partners, we're experts in CEO blogging. Our clients are CEOs, NEDs and Executives looking to build front-of-mind market awareness, and make it pay.

We’ve got a unique specialisation in expert focused content marketing (also known as “CEO blogging” or

“thought leadership marketing”).

At thought leadership Partners, We’re Experts in CEO blogging

Who we deliver for:

What our clients say about the impact:

Thought Leadership Marketing Audit Earning returns from CEO content requires (a)

the right positioning, (b) great content execution, and (c) a cohesive digital sales funnel. We audit each element to ensure you have the

right foundation for success.

Supported CEO Blogging Build a recognised, industry-leading blog,

without the time commitment. We turn a one-hour interview into five video supported blog

articles, saving you at least 24 hours of time each month.

“You will learn things about your customers that are worth many, many times the investment. This work has given us a strong foundation for all our future marketing.” Dr. John Cummins Director - Executive Medicine

"TLP are first rate. They're highly knowledgeable, responsive and accountable in delivering results..” Gillian Fox, MD - Gillian Fox Leadership Consultants

“TLP are impressive. They have aligned themselves with our company goals and exceeded expectations.” Jon Windust, CEO – Cognology

How we build broad recognition of your expertise:

“The content audit was incredibly valuable in thinking about our positioning and how we use our website in a sales context… it’s an investment I have no hesitation in recommending to any B2B business.” Chris Stevens, Managing Partner – Digital Frontier Partners

“Content has been an incredibly strong marketing investment for us. We’ve become the "go-to" source for updates on what's new in Australian HR, and promotes significant client engagement and inbound conversation.” Mandy Loftus-Hills, Head of Marketing - People Ingenuity

+61 3 9111 5659 | www.thoughtleadershippartners.com | Level 17 / 31 Queen St, Melbourne

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