Thought Leadership Capsule Concept Collection

Approaching a full year's Thought Leadership material (or longform 'content', though we dislike the term) can be costly, especially where this is not undertaken Strategically.

The idea of the Capsule Concept Collection (I'm sure you've gathered this) is inspired by that of a Capsule Wardrobe where Key Pieces can be recombined in multiple different ways. Instead of hiring writers ad hoc as the year progresses, all of whom without a central concept, the Package rather provides a Core Concept & Readership Analysis alongside 2 to 3 Core Texts (depending on your needs) as well as a Going Forward Strategy document.

The Benefit is that these Base Documents provide a Foundation for your Thought Leadership which can then be rewritten /reused in different formats with different angles and with a clear Strategy. You don’t need to pay a Senior Writer repeatedly for new materials; rather, an in-house or Junior Writer can then use the materials as Base Texts, making tweaks or additions throughout the year, which also means that multiple pieces of Thought Leadership will be coherently tied together in a way that reiterates or reinforces the same message / stance across materials and retains the same company 'voice'.

The Package also includes, and will in part be based on, an Assessment of previous /existing Thought Leadership Materials as well as incorporating the Company Core Concept and Readership Analysis (separately £4,200).

Feel free to Book On for a 40-minute fully Complimentary Consultation with Susan Lawson via video-link here. In the call, let me know if a particular Package interests you or if you simply need more Guidance.

The call is obviously no obligation and is really an informal 'getting-to-know' session - it's usually clear after 40 minutes whether we are a 'fit' and whether we can help your Business.

For longer One-Off Strategy Consultations, please email direct at susan@susan-lawson.co.uk. These will be billed at £225 per hour payable upon Invoice following Consultation.

Thought Leadership Capsule Concept Collection™

£12,950 / $16,000

TYPICAL PACKAGE STRUCTURE

Step 1 - Assessment of your current / previous Thought Leadership Materials / Core Concept & Readership Analysis

Following the initial and complimentary Consultation of 40 minutes, if you decide to proceed I will ask you to send me examples of materials from your last year of Thought Leadership (or PR materials – namely features published in industry press) as well as, ideally, any documents you have setting out your Company Ethos, Vision, Brand Values or similar.

We would then have a meeting (usually by Zoom or similar) of at least one hour with yourself (CEO/Founder/Director) plus, ideally, your Head of Research / R&D if you have one (and your Head of Marketing where such exists) where we discuss how your Ethos/Vision and your Business Goals are currently aligning (or not) with the current material, that is, whether the material is serving your Goals. This will inform your Core Concept document and associated Readership Analysis both of which will provide Strategic direction to your Thought Leadership.

Following this discussion, I will also provide a short written Assessment (covering relevance, editorial quality and whether it aligns strategically), with Recommendations. (Alternatively, this can be delivered to you via a second meeting.)

Step 2 – Bespoke Thought Leadership Materials

In Step 2 I will provide 2 to 3 texts which you can use as is, and then rework in various ways and formats going forward during the year.

You might choose for example one full-length Feature of around 2000 words, to be pitched to a journal (in which case I will also include a short bullet-pointed pitch with which to approach the press; I have lectured on pitching and have an extremely high success rate on pitched articles). Generally I recommend aiming for conventional print press and re-using the material digitally, rather than going straight to digital. This provides the conventional caché of publication but also allows two hits from one item. In this case, I will also provide a second, shorter text of around 1000 words, with a different angle or subject, which might be used in, for example, a LinkedIn campaign.

Alternatively, you might choose to have 3 different shorter texts (though I recommend not less than 1000 words each since Search Engines now penalise shorter ‘content’) each with a different subject or angle if your Business Goals include multiple Sectors, say (although we should aim for these to still be tied together by a core theme - see also the Core Concept Package).

In all cases, a further meeting of at least half an hour will be needed with the Director whose name will ultimately be attributed the material (usually yourself) in order to tease out your unique thinking on this area.

Finally upon Delivery I will also provide a one-page Summary of potential ways that you can reuse the material going forward (Going Forward Document).