Run a thought leadership campaign

Before you start

This use case works best when you've already set up some foundational elements in Quotient:

• Knowledge Store populated: Add your brand voice, industry expertise, competitive positioning, and author profiles. Thought leadership content must sound authentically like your team, not generic AI.
• Topic and angle defined: Know what territory you want to own. The best thought leadership campaigns center on a specific thesis — not just "AI in marketing" but "why AI-native platforms will replace legacy marketing software."
• Author profiles created: Thought leadership is personal. Create author profiles for the executives or subject-matter experts whose names will appear on the content.

How to do it in Quotient

1. Start a conversation with the Campaign Agent

Open a new chat and describe the thought leadership campaign you want to build. For example:

"Create a thought leadership campaign about the future of AI in marketing. The campaign should include a 4-part blog series exploring different aspects, a weekly email newsletter highlighting key insights from each post, LinkedIn posts sharing the main takeaways, and a comprehensive whitepaper document that synthesizes all the content."

2. The agent creates a campaign with a content arc

The Campaign Agent plans the full content arc — how the blog series progresses, which insights get pulled into newsletters, what angles work best for social, and how the whitepaper ties everything together. Each task is sequenced so content builds on itself over weeks.

3. Review and refine the narrative

Check the overall arc and adjust:

• "The blog series should start contrarian and end constructive — problem → problem → vision → solution"
• "Add personal LinkedIn posts from our CEO alongside the company posts"
• "Include a newsletter that curates external articles on this topic alongside our own content"
• "The whitepaper should include original data or a framework, not just a summary of the blogs"

4. Execute over time

Unlike a launch campaign that happens all at once, thought leadership campaigns unfold over weeks. The Campaign Agent sequences the work so each blog, email, and social post goes out at the right time, building momentum as the series progresses.

What you'll get

A typical thought leadership campaign includes:

• Multi-part blog series — 3-5 interconnected posts that explore different facets of a central thesis
• Email newsletter — weekly sends highlighting key insights and driving readers to the full posts
• Social amplification — LinkedIn and X posts from both company and personal accounts sharing takeaways
• Anchor resource — a comprehensive document (whitepaper, guide, or framework) that synthesizes the series
• Strategic brief — the central thesis, messaging pillars, and content arc that keeps everything cohesive

Tips for better results

• Start with a thesis, not a topic. "The future of AI in marketing" is a topic. "Legacy marketing software is dead and AI agents are the replacement" is a thesis. Theses create content that has a point of view.
• Use personal voices. Thought leadership from "the company" falls flat. Attach real names and personal perspectives to every piece. Founders and executives carry the most weight.
• Build, don't repeat. Each blog should advance the argument, not restate it. Ask the Campaign Agent to plan a progression where later posts reference and build on earlier ones.
• Create a lead magnet. The whitepaper or comprehensive guide serves as a gated asset that captures leads from people who found value in the free blog content.
• Repurpose aggressively. One blog post becomes 3-5 social posts, a newsletter section, and a whitepaper chapter. Ask agents to extract maximum value from every piece of content.