Thought Leadership and Brand Authority
USE YOUR IN-HOUSE EXPERTS TO HELP YOU BUILD YOUR BRAND’S REPUTATION AS WORLD LEADERS, BUILD ADVOCACY AND DRIVE CONVERSIONS.
LEVERAGE IN-HOUSE EXPERTISE
POSITION YOUR BRAND AS INDUSTRY LEADERS
BUILD YOUR REPUTATION
DRIVE ADVOCACY AND LOYALTY
REPORTS, SURVEYS AND WHITE PAPERS
Create original data sets, develop reports that include your experts’ comments and advice, and create headlines that earn attention across your sector.
TRENDS AND INNOVATION CONTENT
Be a part of your sector’s conversations by leveraging the ideas, opinions and advice of your subject matter experts.
PODCASTS
Produce regular sector insights by hosting conversations that engage your existing audience to drive brand advocacy and sales.
LEADERSHIP SOCIAL MEDIA
Create a strategy for C-suite individuals that positions them as ‘part of the conversation’. I'll manage their channels, post content and facilitate feedback.
VIDEO AND WEBINARS
Host group conversations that surface your brand’s expertise to engage more deeply with your audience.
I have delivered thought leadership for:
WHAT MY CLIENTS SAY
-
British Assessment Board
-
Interview-based thought leadership content
Thought leadership examples
NATIONAL CENTRE FOR WRITING
How to Develop Compelling Characters in Your Fiction with Okechukwu Nzelu
WHAT MY CLIENTS SAY
-
Healthcare client
-
Workplace wellbeing podcast series; strategy and production
“Fit for Duty was a great series. I loved taking part in it, and both you and Lorien [host] did such an amazing job sourcing great quality interviewees and content.”
​
Aetna International, VP
Case study
THE BRIEF
Aetna International’s brand strategy was to position themselves as a ‘health care partner and provider’ not just a ‘health insurance company’.
THE SOLUTION
We focused on creating content that helped their audience* understand the health and healthcare trends and how to make the most of them for their teams.
​
*HR departments for large international companies and insurance brokers.
This included a campaign-based approach, where original survey data fueled flagship content assets (reports) and headlines for PR.
The data also drove podcast discussions, interviews and thought leadership articles for the website.
VIDEO
SURVEY
INTERVIEWS
REPORT
ARTICLES
PODCAST
THE RESULTS
This content gave immense value to HR departments and health insurance brokers, delivering insider knowledge and insights from the cutting edge as well as actionable advice and guidance that helped them in their jobs.
​
Podcast listeners grew, tens of thousands of people watched the video and the reports received coverage from the sector press. All of which increased search visibility and subsequent site traffic (see GA graph, left).
As such Aetna International built their reputation not just as a health insurer, but as experts in health and wellbeing, both physical and mental.
WHAT MY CLIENTS & COLLEAGUES SAY ABOUT ME
“I've worked with James Gill in the past creating high-value, high quality but low-cost podcasts.
"This is a great channel to add another dimension to your thought leadership output. If you're wondering 'should we?' then get in touch with Gill and do it.”
David Tyers, Marketing Director, Aetna International
“[Content Marketing Director] Gill talked us through the process and set everything up. On the day he was behind the scenes working on the technical stuff as well as providing creative and production input. The edit itself was fast and smooth and within 48 hours our pilot was born.
“We couldn’t recommend him more highly and we look forward to working with him on future episodes.”
​
Greg Smith CB, DLG
I’m not an expert in your subject matter, but I’m an expert at working with your experts. My methodology works to minimise the time your senior people have to spend, making the most of the minutes they have available.
​
I’ll work with your marketing team to create a thought leadership strategy: the right topics, in the right way, in the right format, on the right platform.
How I work
Promoting thought leadership
I can also help you promote and disseminate your thought leadership.
​
-
Atomise content for social media and boost across relevant channels to targeted audiences.
-
Create headlines, press releases and media assets for your PR team.
Lead-generation and email growth
Many organisations use thought leadership to capture leads and grow their email subscriptions.
I can help you create high-quality downloadable content that encourages subscription, from advice, guides and reports to assets relevant to your sector: for example lesson plans for teachers or datasets from renewable energy producers.
I can also create supporting content, from landing pages to email teasers and social media posts.