Thought Leadership/Issues Hijacking
...addressing the issues important to your clients and prospects
"Thought leadership" sounds like intangible waffle but is in fact the art of conveying expertise. Unlike advertising, it is not about direct promotion of a product or service. Thought leadership is instead about conveying expertise by being seen to be an active commentator on the issues of the day.
For example, an internet security company should be commenting on the latest online threats and adding genuine insight to news stories in order to demonstrate its understanding of the issues and to reassure prospect and customers that they are in safe hands. Thought leadership is a subtle art that has massive potential. Why are all the well known British entrepreneurs well known? It's not because Richard Branson is blogging about 30% off deals on Virgin Atlantic flights. It's because he is a commentator on inherently interesting developments.