Thought leadership is one of the key tools for professional service firms to show off their credibility and expertise.

In one of the accountancy practices I worked for, I was asked to produce a thought leadership campaign for the VAT arm of the Tax Faculty. We had a brainstorming session with the partners to understand the types of issues businesses were facing and where their expertise would shine. We focused on the hidden risks of VAT and how those risks could be easily mitigated.

What did I do?

I project managed the campaign from end to end. We established the objectives of the campaign and what we wanted to achieve (something that always seems to be done after the campaign goes live). I supported the partners whilst writing the thought piece and worked with the copywriter, designers, and digital team to create first-class content and made sure the campaign was delivered on time.

We also created a video marketing campaign from the thought leadership piece which gave us great content for the campaign and also really goes to show off the knowledge, expertise and how approachable and friendly the partners were.

I created a demand generation campaign for existing clients. This looked at creating a content strategy which included infographics, videos, and practical help sheets. We also focused on a channel strategy and created a lead generation campaign via email marketing as well as social media and PPC campaign.

What was the outcome?

The campaign produced over 139 qualified leads for follow up and kick-started a number of opportunities.