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RainToday.com's Podcast: Marketing & Selling Professional Services

Effective thought leadership—the kind that attracts prospects that eventually become clients—requires a strong platform that your entire company adopts, not "random acts of content," says Craig Badings, author of Brand Stand: Seven Steps to Thought Leadership.

It's about delivering new ideas and content to your target audience based on insight into the issues and challenges they face, he says. It's also about differentiating you from competitors, establishing you as the go-to expert, and positioning you as a trusted advisor. And to make that happen, firms must have an organized and concerted effort that involves everyone in the organization.

"To truly take hold, [thought leadership] has to become part of the culture of the organization. In fact, I'd be as bold as to say that companies that have a sales culture should really be trying very hard to replace it with a thought leadership culture because in my view the sales pitches we know are really dead. It's no longer good enough for companies to flog their products or services," Bading says. "If thought leadership is not a part of corporate culture, then that thought leadership campaign is going to limp along and will never really achieve any great height."

Listen as Badings, who also blogs at Thought Leadership, discusses:

• The four things that make a successful thought leadership campaign
• Firms that are excelling with their thought leadership campaigns
• How sales teams can incorporate a firm's thought leadership platform to win more deals
• His methodology—START IP—for developing and implementing a thought leadership platform

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