The four dimensions of influence

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Expertise. The audience trusts your knowledge and ability to solve their problems.
Empathy. The audience sees you as an ally and has a positive, open relationship with your brand.
Practicality. The audience is confident that you can solve their specific problems.
Brand strength. Your business is one the audience wants to work with – and they feel comfortable about their association with you.
The graphic below shows these four dimensions of influence and provides some metrics for tracking performance.

Some of these metrics may be harder to measure and track than others. But by ensuring you have a robust and repeatable method for collecting reliable and consistent data on each of these metrics – and that you have an effective platform with which to report back to the business – you can start to demonstrate the impact your content is having on creating preference for your brand.

For more on measuring thought leadership outcomes, read our blog: A new approach to gauging thought leadership impact.

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Influence
In-depth findings are presented in the form of chapterised insights on the campaign’s digital home; a detailed microsite incorporating visual data snapshots, extensive narration, and related feature articles, as well as ungated access to the main report with comprehensive coverage for audiences that seek a deeper understanding.

Working closely with Siemens on the campaign activation plan, our design and editorial teams created content narratives that support both linear and non-linear audience journeys, ensuring the final content assets supported a range of channels used for its amplification. Additional content such as related insight articles and social media graphics helped to attract new audiences across different channels.