Case Studies , Marketing & PR , Public Relations , Yes& General

Elevating Your Brand through Thought Leadership Content

Antonya Asante

The power of a robust thought leadership strategy


Establishing brand authority and trust is a communications tool that can help differentiate an organization trying to break through the competitive digital landscape. Deploying a thought leadership strategy is an effective tool that can be paired with a larger integrated marketing strategy or used as a stand-alone tactic to achieve awareness goals.

In today's competitive digital landscape, where consumers are bombarded with information from thousands of sources every day, establishing brand authority and trust has become essential to help break through information overload. Consumers’ behaviors have evolved, with online research taking on a larger role in decision-making processes. In industries where research is a cornerstone of the consumer journey, this has made Public Relations (PR) an even more important tactic to cut through digital clutter and achieve awareness goals effectively.

At its core, PR allows businesses to leverage the authority of trusted sources, positioning their organization and leaders as experts while highlighting their unique differentiators. But an often-overlooked tool in the PR toolbox is the integration of traditional proactive media outreach with strategic thought leadership content generation. This approach not only elevates company leaders but also establishes the organization as an industry authority, cultivating stronger relationships with key audiences.

Creating a Thought Leadership Strategy

A thought leadership strategy encompasses a diverse array of content types, each serving a unique purpose in establishing brand authority. These content types may include:

  • Opinion editorial (Op-ed) content development
  • Blog content on owned channels
  • Mainstream media interview participation
  • Industry interview participation (i.e. podcasts, blogs, conferences, etc.)
  • Speaking at industry events
  • Submitting nominations for and winning awards

In the business-to-government sector, for example, establishing this type of expert authority plays a critical role in the decision-making process of procurement specialists interested in buying a new product or service. Market Connections, a portfolio platform of GovExec, found that when federal decision makers are exploring what products or services they plan to invest in, more than 40% are turning to sources like articles, white papers, and case studies—tools that can be bolstered by a thought leadership strategy.

When our client CrowdStrike— a leading global cybersecurity firm— needed to increase brand awareness in the government, defense, healthcare, and K-12/higher education markets, they turned to Yes& to help differentiate themselves in a crowded market. Over a nearly two-year period, we were able to secure more than 160 pieces of coverage and 15 contributed article placements in high-value publications that key government decision makers look to for their news. This success was primarily a result of positioning the company as a thought leader in this market. Check out the full CrowdStrike case study here.

“Our work with CrowdStrike created an environment where their subject matter experts became one of the first places media turned to for expert opinions when there were cyberthreats in the industry. Our media contacts saw the organization as responsive experts to the cyber-related challenges that public sector organizations deal with daily,” said Rutrell Yasin, senior writer and strategist at Yes&.

What Industries Can Benefit

Everyday customers in the discovery and research phase of shopping and learning about a new brand or organization are following a similar journey. A communications strategy that focuses on producing thought leadership content is relevant for a wide spectrum of industries and goals— think spurring membership growth, or sales, or encouraging college enrollment.

 If your target audiences are conducting research to find what differentiates brands or whom to trust, then you could benefit from a thought leadership strategy.

Outside of assisting with brand authority, there are tertiary benefits that can be combined with larger organizational and marketing goals. For example, content generation for your own site or on established external websites helps with your organization’s Search Engine Optimization (SEO) and ranking. When an established news organization, for example, is linking back to your organization’s site because of an interview, you’re now doing double time on positioning yourself as a trusted source to both consumers and the algorithm.

How Yes& Can Help

Yes& has a team of specialists with a hyper-focus on partnering with organizations to develop and execute tailored thought leadership strategies that can help move the needle. Our approach involves understanding your business objectives, identifying the right spokespeople, and conducting in-depth research to align with industry trends. We work closely with you to develop a content calendar with your organization’s goals at the center. Whether it's drafting content, facilitating interviews, or developing an award strategy, we ensure that your thought leadership initiatives resonate with your target audience and drive tangible results.

If your organization is interested in learning more about how a thought leadership strategy can complement your marketing efforts or differentiate you for long-term success, reach out to our team.




Yes& is the Washington, DC-based marketing agency that brings commercial, association, and government clients the unlimited power of “&” – using a full suite of branding, digital, event, marketing, public relations, and creative capabilities to deliver meaningful and measurable results.

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Antonya Asante
Antonya Asante
Public Relations Account Manager