Empowering thinkers who tinker with their ideas, guiding leaders through content plans that amplify expertise, engage stakeholders and deliver real value.
Our consultants and producers are efficient, informed and forward-thinking.
We balance civil discourse with intellectual freedom, creating healthy spaces for sharing knowledge, grounded in best practices.
Peer review, responsible use of technology and clear deliverables are hallmarks of our system.
Marketing can often be automated but true leadership is evergreen.
A practical system for turning expertise into a credible media brand and content engine
We begin with casual conversations to identify an expert’s most relevant ideas, then apply their knowledge and perspectives to editorial content, typically text and audio.
Consistent, even occasional publishing helps leaders develop a distinct point of view and voice within their sector, laying the foundation for a broader comms strategy.
With a strong foundation of content, engaged audiences and confidence, targeted media relations and public affairs strategies can help launch national conversations.
Innovators, professionals and all experts maintain high standards. Their marketers should, too.
All content is verified and approved through an editorial process that involves multiple media professionals supported by specialized technology.
We don't pay for news coverage or engage in influencer marketing, instead focusing on earned media backed by original content.
Our streamlined consulting keeps projects lean and transparent, with a simple client hub, time tracking and Google-based project management.
Guided by best practices in broadcasting, we provide a healthy, productive framework for even the most difficult conversations.
A refined, politically independent and simple method to promote expertise, and even engage with stakeholders or public institutions.
Proven artificial intelligence tools increase efficiency so long as human expertise is part of a thorough editorial and fact-checking process.
TNKR&D
Ask us how we are pushing the leadership marketing model to create lasting value for our partners
Building a network of B2B+B2B2C experts and vetted sponsors to create the best content partnerships for quality and professionalism.
Partnering with innovative media professionals, podcasters and content-heavy startups committed to a healthy public discourse.
We're developing our subscriber portal for easy access to resources, templates, ordering and delivery, saving on consulting fees.
TNKRFAQ
Frequently asked questions about our specialty content marketing services
TNKR Media is a specialty editorial content, podcasting and media strategy firm focused on professional expertise and innovative viewpoints.
We often work remotely alongside an organization’s marketing and PR professionals, producing ‘thought leadership’ content, and supporting a broader communications, public relations or public affairs strategy. We do not position ourselves as a full-service marketing, advertising or social media agency.
TNKR primarily works with experts, leaders of professional services firms and other knowledge-based organizations.
Our services are suited to CEOs, entrepreneurs, spokespeople and organizations whose value depends on specialized expertise, informed perspectives or innovative services.
Thinkbait, our antidote to clickbait, isn’t just a marketing slogan but a real research-backed formula to construct text or audio for long-term value.
Our official definition: A framework inspired by classical journalism and the latest available neuroscience, designed for reflection, retention and civilized engagement.
TNKR considers ‘thought leadership’ a form of business editorial content: opinion, analysis or expertise-driven content published by a CEO, entrepreneur, professional or other recognized expert. The objective is to contribute useful ideas to an industry or public conversation.
We then take the concept further by developing three distinct strategic content frameworks, along with thematic content plans designed for different stages in a leader’s journey, such as Startup, Launch or Acceleration.
No, although it certainly helps. Developing an established public profile can take years. Relevant expertise, a strong track record and a timely or innovative product, service or perspective are more important qualifiers to begin engaging in this type of leadership or B2B marketing.
Strategy guides the production of the content. Once the media, public affairs or editorial objectives are extracted from regularly scheduled assignment and content capture meetings, the text and/or audio can be developed to advance the strategy.
Yes. Clients can begin with one focused content or consulting assignment, and add other formats or services as their needs evolve. New technologies and systemic efficiencies also reduce person-hours per assignment over time.
TNKR conducts structured Zoom-based conversations with leaders, marketing teams or designated spokespeople to capture their knowledge and perspectives, then develops that material into the formats best suited to the organization’s business communications goals.
As little as 30 minutes per month of coordination and one hour per month of strategy and content capture may be sufficient to advance multiple leadership marketing channels.
Yes. We frequently work with CMOs, internal marketing teams and even external marketing or PR firms. TNKR provides a specialized editorial, audio and media-strategy function rather than replacing a client’s broader marketing operation.
The amount of time required depends on the volume of media being produced but TNKR’s content-capture model is designed to use a professional’s time with remarkable efficiency. Most work can be developed from relatively short, focused conversations followed by client review.
As little as 30 minutes per month of coordination and one hour per month of strategy and content capture may be sufficient to advance multiple leadership marketing channels; a minority of leaders spend more than five hours monthly working directly with our team.
The client owns 100% of the finished content and recordings.
In addition to our agency-style services, some TNKR projects are partnerships (ex. TNKR original podcast series or other media-capital projects).
After some time regularly publishing optimized content, useful indicators of success can include web activity, conversions, media appearances, peer engagement, high-profile endorsements and feedback from influential stakeholders.
Essentially public relations content, thought leadership often targets narrower professional audiences or a small group of high-value stakeholders, so the content’s value can often be more qualitative than quantitative.
Yes. TNKR can publish content on the most relevant platforms and provide basic promotional resources, including copy for social media posts, newsletters and other channels. Larger paid or intensive visual marketing campaigns generally remain the responsibility of the client or its advertising agency.
Through telephone or video calls, TNKR engages the expert in a produced conversation using probing, journalistic-style questions. The strongest material is then organized, edited and adapted to support strategic objectives while preserving the expert’s own perspective.
Ghostwriting refers to content created by one person in the name of another. It is not part of our standard services.
Similarly, the primary source for all of our content is also not generated by artificial intelligence but by the leader, spokesperson or chosen sources themselves; archived, organized, only lightly edited and optimized before publishing.
News, announcements and statements are generally written in the third person using an organization’s voice and aim for a more neutral presentation of information.
Commentary is usually written in the first person and gives a leader more room to express analysis, judgment and opinion.
TNKR uses AI tools for operational support including research, transcription, organization, review, translation, adaptation and publishing optimization. A refined AI transcription process in particular has been central to TNKR’s content-capture process since 2017. All leadership content is refined through a human-in-the-loop editorial review.
A traditional PR retainer usually covers a wide range of ongoing communications needs. TNKR’s targeted media relations work is centred on a specific media project, advocacy initiative or thought-leadership objective. For some organizations, this fractional consulting may be sufficient but continual media relations or crisis support may be better handled by a dedicated PR firm.
Media coaching combines research, preparation, training and performance review. TNKR can assess previous appearances, clarify objectives, conduct mock interviews and review new appearances to identify practical improvements.
Beginners and veterans alike can benefit from one-on-one media sessions to also address issues like bad broadcasting habits or performance anxiety, benefiting from advice from media professionals experienced in talent management.
A public affairs strategy starts with a broader political, cultural, economic or industry objective and develops a combination of tactics around it. Goals may include informing public institutions, advancing recognition of an emerging industry or innovation, or contributing to policy discussions.
No. TNKR can work alongside trusted government-relations professionals, or the client’s preferred consultants and lobbyists when those services are required.
No. TNKR Media does not accept partisan or government mandates or subsidies in Canada to preserve editorial and strategic independence.
Anyone can record a podcast with a smartphone. Professional audiences, however, expect professional productions. TNKR combines technical audio production with editorial planning, structured content and strategic guidance to create a polished and consistent listening experience that serves the long-term interests of the organization or individual.
Yes. TNKR can develop an entire podcast series from concept through launch, including editorial development, production and basic promotional support.
An executive producer or showrunner is a senior consultant responsible for the editorial and strategic direction of the program, as well as the development of its talent.
A content producer focuses more heavily on the practical pre-production, production and editorial work required to deliver individual episodes and promote the project.
Audio branding is the collection of sounds that gives a podcast or audio project a consistent identity. It can include the main theme, interludes (bumpers) and other recurring sound elements.
Yes. Bundling text and audio is often recommended to achieve ‘thought leadership’ goals.
Podcast recordings can be adapted into articles, opinion pieces, transcripts, briefings, newsletters and promotional material, creating additional value from the original conversation with relatively little additional client time.
Yes. TNKR can produce a companion video version of a podcast recorded remotely via Zoom. Custom graphics, artwork, social media management and paid advertising remain the responsibility of the client, its marketing team or preferred agency.