Webinar | Beyond the White Paper: A Framework for Activating Thought Leadership

Great thought leadership starts with a strong idea and credible insight. But publishing the report is only one moment in the life of that idea.

The bigger opportunity is to intentionally design what happens next: How should people encounter the thinking? How deeply should they engage with it? And what do you ultimately want that thinking to influence?

In this follow-up to our first thought leadership webinar, KS&R will introduce a practical framework for moving beyond the white paper. We’ll explore a 2×2 model that maps activation approaches based on the level of Immersion they create and the level of Influence they are designed to have.

November 18 at 1pm EST

The framework expands the definition of thought leadership activation beyond traditional content repurposing. Articles, social content, and video still matter, but so can executive conversations, interactive tools, live experiences, workshops, customer-facing resources, and other ways of helping an idea travel.

The Core Framework: Immersion x Influence

What You’ll Learn:

• How to use KS&R’s Immersion x Influence framework to think more strategically about thought leadership activation.
• Why the white paper should often be viewed as an anchor asset, rather than the final destination.
• How different activation approaches can serve different audiences, objectives and moments.
• Practical ways to extend one body of research into content, conversations, experiences and tools without simply creating more ‘stuff’.
• How to design activation earlier so thought leadership has a better chance of building momentum and influencing decisions over time.

What to Expect:

This discussion-style webinar will combine a practical framework, real-world examples, and lessons learned from working with organizations across industries. We’ll map a range of activation ideas against Immersion and Influence, and explore how the right approach changes based on what you are trying to accomplish.

The goal is to help teams stop asking only, “How do we promote the report?” and start asking, “How should this idea travel?”

Who Should Watch?

• Marketing and content leaders responsible for thought leadership strategy
• Research and insights professionals developing the evidence behind thought leadership
• Communications and PR teams responsible for bringing research and ideas to market
• Sales and account teams looking to use thought leadership more effectively in client conversations
• Leaders looking to get greater organizational and market impact from the research they fund

Featured Speakers:

This session features leaders from KS&R’s Thought Leadership Practice – Jim Kraus and Kathleen McKnight – along with Tricia Houston, Senior Vice President of Discovery & Design, who specializes in helping organizations design how insights travel across audiences, experiences and touchpoints to create action.