Thought leadership requires specialized skills and should be led by subject matter experts, not marketing generalists. Michael's team includes former industry practitioners with deep domain knowledge who understand client pain points. This expertise allows them to identify meaningful insights that marketing teams alone might miss. For best results, invest in dedicated researchers who collaborate with marketing teams rather than making thought leadership an afterthought for already-busy marketers.

Before creating any thought leadership, systematically analyze what's already been published to find underexplored topics. Michael's team discovered virtually no comprehensive reports on Switzerland's coffee industry despite its economic importance. By screening existing content, they identified a significant gap they could fill with primary research. Even for trending topics like AI, look for specific angles, industries, or applications that haven't been thoroughly covered to ensure your content stands out.

The era of 30-page PDF reports as your primary content vehicle is over. Michael's team approaches projects with a "digital-first" mindset, designing microsites with interactive elements that achieve average engagement times of nine minutes. They use their research as a foundation to create multiple formats of micro-content for different channels, designing the digital experience first and the PDF second. This approach dramatically increases both reach and engagement.

Rather than creating content primarily for media attention, develop thought leadership that gives clients a platform. Michael's podcast strategy invites clients to showcase their expertise, with nine out of ten invited guests accepting the opportunity. Their research often incorporates expert interviews and surveys that involve clients in the content creation process. This approach transforms thought leadership from pure marketing into a relationship-building tool that creates natural touchpoints.

Michael's most successful initiative, "Power Up Switzerland," took a campaign approach rather than creating standalone research. They developed an overarching theme (Swiss competitiveness) with eight sub-topics released over three years. This created a content hub where various teams could contribute podcasts, interviews, and articles that fit the larger narrative. By establishing this flexible framework, they maintained momentum and relevance while simplifying content planning.

While AI tools can significantly boost productivity, they require careful implementation. Michael's team uses AI extensively for visual and video content (80% time savings) but more cautiously for writing and analysis (20% time savings). Their designers now handle three times more requests using AI tools. However, they emphasize that fact-checking becomes even more critical when using AI, and that purely AI-generated content often lacks the depth and quality needed for effective thought leadership.