Thought leadership content can help your brand position itself at the forefront of its field, shape relevant trends, and attract new customers to your business.
What killed marriage? China’s divorce rate is up 75% in a decade
Brand: China Europe International Business School (CEIBS)
One of my tasks was at CEIBS was to showcase expertise on China. One way we did this was to publish summaries of faculty research papers, which we adapted for a broader audience.
In 2021, China’s rising divorce rate was starting to make headlines as part of a broader online discussion around the country’s growing demographics crisis.
At the time, we had a paper by one of our faculty on the topic of divorce. It was written in Chinese and targeted to a Chinese audience, but I believed it was something which would also be of interest to non-Chinese readers.
The translated summary was one of our most talked about articles of the year and set off a lot of discussion in our alumni community (one chat forum received more than 100 comments in the first hour after we shared it). Read it here.
Using the content as part of our media outreach efforts, we also landed the professor an appearance on Bloomberg TV. Watch it here.
Is now a good time to be an entrepreneur?
Brand: China Europe International Business School (CEIBS)
Based on a panel discussion moderated by Shameen Prashantham, a professor of international business and a strategy at CEIBS, during South China Morning Post’s 2021 China Conference (and with the permission of the organizers and speakers), I ghostwrote a piece about the impact of the COVID pandemic on start-ups in Southeast Asia and how entrepreneurs in the regions were weathering the crisis. Read it here.
The article was also accompanied by a short explainer video (one of many we created to promote our thought leadership work at CEIBS on social media). The text in the video below is also an early example of how we used generative AI tools such as ChatGPT to summarize articles and repurpose content for other formats.
CEIBS Faculty Predictions
Brand: China Europe International Business School (CEIBS)
Not all thought leadership content needs to take the shape of a long-form article. Ahead of new year’s 2022, for example, I reached out to members of our faculty at CEIBS for their predictions about coming 12 months.
The result was a published series of quick takes pushed out across the school’s various digital channels. The popularity of the feature has since made it a fun, annual tradition. Read it here.
Michael Thede | Marketing Communications 