Digital communications should never be based on mere speculation about the kinds of content that might be important, interesting and relevant to your key stakeholders. 

What is the importance of brand, customer and market insights in your digital communications strategy? In my experience, the most effective communication activities are based on a deep understanding of the benefits that differentiate your organisation or brand from your competitors as well as of the content needs of your key stakeholders. At worst, disregarding insight on these leads to inefficiency and wasted resources.

In a series of two blog posts I will unveil the role of insight in two effective and goal-oriented digital communications activities: the first one on thought leadership and ambassador programs. The second blog post published next week will focus on insight-based content strategies

Insight-driven thought leadership and ambassador programs

Building thought leadership in fields of expertise within your organisation should be clearly linked to your strategy and business objectives. Clear objectives and vision are necessary to ensure that your digital communication initiatives work efficiently towards the business goals. 

To build competitive advantage, it is necessary to understand the current state and desired state of your organisation or brand. The role of insight creation in thought leadership programs is to guarantee that the selected thought leadership communication themes and messages both differ from competitors in a meaningful way and are relevant to the target audiences. Crucial insight to tackle is for example: How is your brand is positioned against the competition? What kind of content do your customers value? Who are you competing with in generating publicity in your field of expertise?

Clear objectives and well-defined content themes are not just important in external communications. Thought leadership building and ambassador programs are also developed in organisations to motivate employees. When the expected benefits and desired outcomes are understood by all, ambassadors are more committed and internal commitment is more efficient.

Thought leadership building should never be based on a mere guess or preconception. Through strategic understanding and insight building, you can ensure that your ambassador programme is effective and that your expert-content is both relevant and interesting to your key stakeholders. 

In the next blog post in the series, I will share my experiences and thought on using insight and strategy to develop a content strategy that meets the needs and interests of key audiences.