One of my favorite parts of working at Treble is the opportunity to talk to incredibly knowledgeable individuals. The clients we serve have built billion-dollar companies, created engineering marvels and solved complex global challenges through technological innovation.
But sometimes impressive achievements are difficult to find words for — that’s where we come in to elevate the story behind each brand.
Thought leadership—a general term that includes op-eds, speaking engagements, commentary, podcast interviews, blogs, LinkedIn posts and more—goes beyond sharing technical knowledge and expertise. It rises above simply reciting a company’s marketing messages. It’s about providing unique insights, building trust and authority, and sparking healthy debates.
How Treble Does It
The road from “very knowledgeable person” to “thought leader” begins with a conversation. Our thought leadership content program is a working session we hold with each client to determine the best parts of a company’s story to showcase and understand the executive’s expertise. We identify where their insights can provide the most value and find ways for them to meaningfully contribute to the conversations happening across their industry.
The outcome of that initial conversation is a strategy that sets the foundation for the content program. With a shared set of goals, a defined audience, targeted publications and an understanding of the competitive landscape, we’re ready to begin crafting compelling content.
Remember, authenticity is key. Thought leadership cannot be forced, so it’s important to focus on topics an executive is genuinely passionate and knowledgeable about. Knowledge and unique perspective is what will set their story apart.
Create Content That Connects
Creating content that resonates with your audience is crucial. Whether it’s creating awareness about an emerging technology or taking a stand on an issue that affects your business, the best thought leadership content is, in many ways, a form of service journalism — discussing issues that concern your audience and giving them insights to help form reasoned opinions.
The most successful elements of thought leadership include:
- Reflect the current environment: Address timely topics and emerging trends in your field.
- Balance depth with accessibility: Explain complex concepts in relatable terms.
- Use real-world examples: Illustrate your points with practical applications.
- Incorporate data: Back your insights with relevant research and statistics.
- Tell stories: Use narrative techniques to make your content more engaging.
Thought Leadership as Part of a Comprehensive PR Strategy
At Treble, we view thought leadership as a critical component of our comprehensive PR strategy. Rather than being a standalone effort, Treble takes a three-pronged approach that includes:
- Media Relations: Building strong relationships with journalists and securing strategic media placements.
- Trendjacking: Leveraging current events and industry trends to insert our clients into timely conversations.
- Strategic Content: Developing thoughtful, insightful content that positions our clients as industry leaders.
Thought leadership primarily falls under strategic content, but there’s an element of it in both trendjacking and media relations as well. A strong point of view makes our clients more attractive sources for media relations and helps inform which trends align best with our clients’ expertise for trendjacking opportunities.
The journey from tech executive to thought leader is about more than personal branding—it’s about contributing meaningful insights that drive your industry forward. It’s about using your expertise and experience to inspire innovation, challenge conventional thinking, and solve real-world problems.
At Treble, we’re passionate about helping tech leaders tell their stories effectively. We’ve seen firsthand how effective thought leadership can raise not just an executive’s profile but the trajectory of entire companies.