Lessons are learned in repeat programs. You can build on what works and correct or drop what doesn’t. And develop replicable processes, manage expectations, build relationships, and retain knowledge. You only need to sell the idea to stakeholders once and the longer time frame allows you to build a real picture of ROI (new business wins, rather than short-term clicks). Enthusiasm and understanding grows year on year.
One of the key challenges with thought leadership is always ensuring internal stakeholder buy-in as early as possible in the development process. But it’s often slow-going until that eureka moment when they see the flagship assets and start engaging with clients. With annual programs, that problem stops from year two onwards – colleagues are ready to contribute and support.
Everyone can be aligned around an established annual production and campaign activation calendar. This means you can confidently time a launch to coincide with your clients’ planning cycles, economic milestones such as the budget or major industry conferences, such as Davos, COP26 or MIPIM.
You no longer need to fight competitors for share of voice or find the white space. With repeatable thought leadership programs, you can own the space. In PwC’s case, they are now in the enviable position of having CEOs proactively asking to contribute to the program…