Thought Leadership Campaigns

With the ability to impact both corporate reputation and sales, most companies strive to be recognized as industry thought leaders. But for thought leadership to work, it has to do exactly that—lead. It has to bring prospects to you seeking advice, information, and finally, your products and/or solutions. Influential campaigns will provide insights, provoke debate, establish new ways of thinking, and ultimately, help business leaders make decisions.

This course explores how to make your company’s expertise invaluable to your prospective stakeholders. We’ll apply a cross-industry structure that defines topics, identifies opinion influencers, develops original research, and launches B2B content assets. You'll learn how to maximize return on investment while building a sustainable, ongoing thought leadership program.

This course is available at the following time(s) and location(s):

Campus Session(s) Instructor(s) Cost Seats available  
Online - Kevan O'Brien $1080.00 29 Register

For online offerings, registration may close up to two business days before the course begins. Your course begins on the first date listed and ends six days after the last date listed. The interim dates/times are not your actual online class times.

What will I learn?

This course will cover the following:

  • Establishing a thought leadership framework and identifying why the thought leader is critical to the success of a B2B thought leadership campaign
  • Understanding the benefits of thought leadership campaigns and how they establish credibility and trust
  • Explaining the benefits of adding corporate social responsibility (CSR) to the B2B thought leadership mix  
  • Understanding the various ways to implement CSR to a thought leadership campaign
  • Defining and identifying thought sharing opportunities, including reports, studies, surveys, research, by-lined articles, forums, webinars, live speaking engagements, thought leadership websites and more
  • Defining resources for building a thought leadership team, from coaching in-house experts to sourcing external partners
  • Mobilizing the sales team as important contributors to a thought leadership strategy
  • Developing powerful, thought-leading messages and quotes to use in content assets
  • Making B2B thought leadership social, shareable and search-engine optimized
  • Having an understanding of the trends within B2B thought leadership and how campaigns are adapting to new business processes

How will I learn?

  • Online lectures
  • Online discussions
  • Analysis of industry examples
  • Creating content for B2B thought leadership campaigns 

How will I be evaluated?

  • Online discussion 35%
  • Assignments 65%

Learning materials

  • Online presentations
  • Online resources
  • Downloadable case studies and white papers

Hardware and software requirements 

We deliver this course using SFU's online course management system, Canvas. You will receive course details and Canvas access instructions on the first day of the course. You can check if your browser is compatible with Canvas here.

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