Examples of Thought Leadership to Inspire Building Product Manufacturers
Building product manufacturers have expressed a great deal of interest in thought leadership. They want to be the go-to experts for architects, designers, contractors, developers and other building professionals. But effectively demonstrating that leadership can be a challenge.
We gathered some examples of how companies in other industries are engaging in thought leadership, and how they are demonstrating their expertise through content marketing. And, we noticed some common features.
The content
- doesn’t try to sell anything
- isn’t gated – it’s easy to access and share
- shows a strong point of view based on core values
- addresses a specific audience
- makes an emotional connection
- inspires people to get involved
- is usually in the form of a campaign
Nike: Find Your Greatness
This clip focuses on inspiration. It aligns the brand with greatness and people who want to be great.
Chevron: We Agree
Leadership is about getting people to agree and to rally behind a cause. Chevron takes this idea and puts it into a campaign.
Whole Foods: Healthy Eating Platform
Whole Foods wants to be the go-to leader for healthy eating, so it created its own platform to engage healthy eaters.
Xerox: Chief Optimist Magazine, partnership with Forbes
This is a great example of a successful media partnership. Xerox speaks directly with senior decision-makers in its exclusive magazine, Chief Optimist.
Domo: Customer Stories
Domo wants to be the leader in data management. It wants to transform the way people use and manage data. But, rather than explain how, Domo lets customers do it for them.
Holiday Inn + HLN: Growing America
Brand partnerships with the media can tell compelling and valuable stories. This original series follows teams of MBA students who are given a week to use their expertise to improve small businesses.
ADT Twitter Page: #WhatWouldYouProtect
Social media is a powerful place to establish thought leadership. ADT’s Twitter feed aligns the brand with a core human desire – protecting what’s most valuable.
GE: Vine and Tumblr Campaigns – #6secondscience
Vine and Tumblr are often overlooked social media platforms. GE uses these channels to share the changing world of science and technology, and urges followers to create their own 6-second entries for the viral science fair.
Are you inspired yet? To join the discussion on thought leadership in the building products industry visit Building Thought Leaders.