Meridian West introduces new free-to-use thought leadership benchmark platform – ATLAS.
The thought leadership landscape is undergoing a major change. The rise of AI-generated content, evolving social media channels and shrinking attention spans have fundamentally changed how organisations engage their audiences.
While some firms focus on high-volume digital content, others remain focussed on deep research and expert perspectives. The result – a widening gap between those getting it right and those struggling to cut through the noise.
Despite these diverging approaches, new research from Meridian West shows the most successful thought leadership campaigns consistently demonstrate six key attributes:
– Relevant: Meeting real client needs with actionable insights that address genuine challenges
– Data-Led: Building credibility through robust research and analysis, not just opinion
– Human: Featuring authentic expert voices and real practitioner experience
– Engaging: Capturing attention through compelling content and delivery across multiple channels
– Commercial: Driving measurable business value through new relationships and opportunities
– Sustainable: Maintaining relevance and momentum over time rather than one-off pieces
“While these attributes appear straightforward, achieving them consistently is challenging,” Ethan Murphy at Meridian West told The Professionals. “Firms must balance competing priorities, coordinate across multiple teams and busy experts, and meet optimistic commercial goals – all while ensuring their content stands out in an increasingly crowded market.
“To help organisations assess their approach against this framework, we have developed the ATLAS (Advanced Thought Leadership Assessment) survey – a comprehensive diagnostic tool that examines how thought leadership measures up across these six critical dimensions.”
Those that complete the ATLAS diagnostic survey will receive:
– A personalised report showing scores across each dimension
– Comparative benchmarking survey responses and how these compare against industry peers
– Practical recommendations for enhancement
– Access to the full industry report exploring how approaches to thought leadership are evolving
To participate in the research and receive your personalised benchmark report, complete the survey here.