The stories that have been catching my attention are those taking a thought leadership approach. We’ve grown so accustomed to product, event, new hire/promotion, partnership, and award press releases that thought leadership is a welcome respite.
Thought leadership is a great piece of content marketing that helps establish a brand as an expert in its field and builds credibility for the brand as a trusted source. Fostering positive brand awareness also goes a long way in attracting future loyal consumers and increasing strong search discoverability results down the road. I think back to the beginning of my career and the Manpower Employment Outlook Survey. Brilliant then. Brilliant now.
Here are three examples of brands who I think recently did an outstanding job on this:
- IHG Hotels & Resorts reveals guests' growing passion to travel better, younger guests are leading the way with their green intent
In this “global survey” announcement, IHG tells the story about what travelers want regarding safety and sustainability, and how it impacts the brand’s “Journey to Tomorrow” program.
- U.S. Ranks Fifth in Best Places to Raise a Child, New Global Parenting Index Finds (Nestle USA)
As the “world’s largest food and beverage company,” Nestle announced the launch of The Parenting Index, “a first-of-its-kind study examining global parenting experiences” as part of their ”ongoing commitment to support families in the first 1,000 days of life.” This strong thought leadership piece also stood out for its unbranded headline.
- Survey Reveals Young Americans Prefer A Hybrid Digital and Human Banking Experience (KeyCorp)
In this press release KeyCorp explains the preference some age groups have for more digital tools over human interaction when conducting financial transactions. This, too, features another unbranded headline, along with an infographic to further engage the reader.
Thought leadership pieces, which positioa brand as relevant and as an expert, are great content options says PR giant Cision. They can keep your brand top of mind in journalist headline queues – and hopefully near the top of search page results.