Strategies That Move the Needle

No business wants to find itself in the middle of a public crisis. Whether it’s a product issue, leadership controversy, cybersecurity breach, or a negative review that went viral, every organization hopes it will never have to handle a situation like that. 

The reality, however, is that crises are rarely planned—and yes, it can happen to even the best-intentioned businesses. Public crises develop quickly and unpredictably, requiring so much out of you: fast decision-making, calmness under pressure, extra careful time management, and hyper awareness of the public’s activity and overall mood.

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Every brand has a story to tell. From your humble beginnings to the principles that drove the creation of your products, every brand has something valuable to contribute to the general culture. The challenge for brands today is not figuring out what to say, but how to tell your story in a way that truly keeps audiences engaged–and ultimately, creating content that converts.

Today’s digital landscape can be crowded and overwhelming for the average media consumer. With the sheer number of posts, videos, newsletters, and articles being put up daily, all asking for the same few seconds of an audience’s attention, brands often find themselves struggling in this competition for attention.

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One of the most effective types of content? Content that has already proven itself to be valuable. 

Media features, podcast interviews, award announcements, or speaking engagements may seem like one-off achievements, but really, they provide a plethora of content opportunities—if you are creative and resourceful about it.

While LinkedIn has encouraged this type of activity, it has also created a common misconception: that thought leadership on LinkedIn is just a matter of posting consistently. 

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Over the past few years, LinkedIn has become the digital mirror of an industry conference. On LinkedIn, you get to network with industry peers, discover new ideas, meet new talent, and engage in discussions. It’s also where you hear industry leaders share their expertise publicly—through posts, carousels, or reels, they offer their insight in important conversations. 

While LinkedIn has encouraged this type of activity, it has also created a common misconception: that thought leadership on LinkedIn is just a matter of posting consistently. 

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Among its products, services, and reputation, some of a brand’s strongest assets are its leaders. Leaders often have great stories to tell: how they built their company from scratch, how they influenced change in their industry, or what they truly think about pressing industry issues. But without a thought leadership strategy to deliver their message to their audience, these valuable insights often remain unheard

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