De l’élan pour les penseurs qui font évoluer leurs idées, grâce à des plans de contenu conçus pour promouvoir leur expertise, mobiliser les parties prenantes et créer une réelle valeur.
Nos consultants et producteurs sont efficaces, bien informés et tournés vers l’avenir.
Nous concilions civilité du débat et liberté intellectuelle afin de créer des espaces sains pour le partage des connaissances, ancrés dans les meilleures pratiques.
La révision par les pairs, l’utilisation responsable de la technologie et des livrables clairs sont au cœur de notre méthode.
Le marketing peut souvent être automatisé, mais le véritable leadership garde sa valeur au fil des saisons.
Un système pratique pour transformer l’expertise en une marque médiatique crédible et un véritable moteur de contenu
Nous commençons par des conversations informelles pour cerner les idées les plus pertinentes d’un expert, puis transformons ses connaissances et ses perspectives en contenu éditorial, généralement en texte et en audio.
Une présence éditoriale constante, même occasionnelle, aide les dirigeants à développer un point de vue et une voix distinctifs dans leur secteur, jetant les bases d’une stratégie de communication plus large.
Avec une base de contenu solide, un public mobilisé et une crédibilité établie, des stratégies ciblées de relations médias et d’affaires publiques peuvent contribuer à lancer des conversations d’envergure nationale.
Les innovateurs, les professionnels et les experts maintiennent des standards élevés. Leurs spécialistes du marketing devraient en faire autant.
Tout contenu est révisé et approuvé selon un processus éditorial faisant appel à plusieurs professionnels des médias, soutenus par des technologies spécialisées.
Nous ne payons ni pour obtenir une couverture médiatique ni pour faire du marketing d’influence. Nous misons plutôt sur les médias acquis, appuyés par du contenu original.
Notre approche de conseil allégée garde les projets simples et transparents, grâce à un espace client convivial et une gestion de projet basée sur Google.
Guidés par les meilleures pratiques en radiodiffusion, nous offrons un cadre sain, respectueux et productif, même pour les conversations les plus difficiles.
Une méthode sobre, politiquement indépendante et simple pour promouvoir l’expertise et mobiliser, au besoin, les parties prenantes ou les institutions publiques.
Des outils d'ia éprouvés améliorent l’efficacité, tout en maintenant l’expertise humaine au cœur d’un processus rigoureux de révision éditoriale et de vérification des faits.
TNKR&D
Découvrez comment nos modèles de « thought leadership » évoluent afin de créer une valeur durable pour nos partenaires
Nous bâtissons un réseau d’experts B2B+B2B2C et de commanditaires exclusifs afin de créer des partenariats de contenu axés sur la qualité et le professionnalisme.
Nous nous associons à des professionnels des médias, baladodiffuseurs et jeunes entreprises riches en contenu qui contribuent à un débat public sain.
Nous développons un portail pour abonnés offrant un accès simple aux ressources, modèles, commandes et livraisons, tout en réduisant les frais de conseil.
TNKRFAQ
Frequently asked questions about our specialty content marketing services
TNKR is a specialty editorial content, podcasting and media strategy firm focused on professional expertise and innovative viewpoints.
We often work alongside marketing and PR professionals, producing substantive content that supports a broader communications, public relations or public affairs strategy. We do not position ourselves as a full-service 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, experts and organizations whose value depends on specialized knowledge, informed perspectives or innovative services.
It helps but no, we can start from scratch. Keep in mind that building a recognized public profile can take several years.
What matters at the beginning is having credible expertise, a strong track record and a product, service or perspective that adds value to public conversations.
Yes. Many clients begin with one focused service or one substantial content item along with light consulting support.
Additional editorial, podcasting, public relations or public affairs support can be introduced as the strategy evolves and the organization becomes more comfortable managing media.
Most strategic engagements begin with a minimum six-month period.
During that time, TNKR holds regular sessions with the organization’s leaders, marketing team or designated spokespeople to capture their knowledge and develop it into selected content formats. After six months, we review the work, assess its value and recommend a longer-term direction.
Yes. TNKR frequently collaborates with chief marketing officers, internal communications teams and outside marketing or PR agencies.
We provide specialized editorial, audio and strategic capabilities that may not be available within a broader marketing operation.
The time commitment depends on the number and complexity of the materials being produced.
For most leadership media plans, approximately 30 minutes to four hours of client time per month is sufficient for interviews, strategic discussions and content review.
Clients own 100% of the finished content and recordings unless a separate media partnership or ownership arrangement has been agreed upon in advance.
A meaningful review usually takes place after approximately six months.
Possible indicators include web traffic, conversions, media or podcast appearances, content performance and, sometimes most importantly, feedback from key stakeholders. Because thought leadership often targets narrow professional audiences, some of its most important results are qualitative than quantitative.
content
Thinkbait is TNKR’s antidote to clickbait.
Rather than chasing brief attention through exaggerated headlines or disposable posts, the Thinkbait formula is inspired by recent neuroscience to give audiences a useful idea, informed perspective or reason to think long-term. The goal is to build credibility, recognition and meaningful relationships.
Thought leadership is opinion, analysis or educational content presented by a CEO, entrepreneur, professional or other recognized expert.
Effective thought leadership contributes a distinct perspective to an industry or public conversation. It demonstrates expertise without conventional advertising.
We begin with informal but carefully prepared conversations by phone, Zoom or Google Meet.
A TNKR consultant asks probing, journalistic-style questions and guides the expert through the subject. The strongest ideas are then selected, reorganized and edited into content that reflects both the speaker’s voice and the strategic objective.
News content usually communicates announcements, organizational developments or useful information in the third person and in the organization’s voice.
Commentary is normally written in the first person and presents a leader’s analysis, argument or personal perspective. News aims for greater neutrality, while commentary allows for a clearly stated point of view.
TNKR has incorporated some automation and AI-assisted tools into its production model since 2016, before the widespread adoption of large language models.
These tools assist with transcription, research, organization, editing, translation, adaptation and publishing. They support the editorial process, but the ideas, judgment and writing remain human-led.
Yes, but support is limited to text input and basic podcast branding. TNKR can publish finished written content and prepare basic promotional materials, including newsletter copy and social media text.
More intensive advertising, graphics and artwork, audience-growth campaigns or continual social media management are generally handled by the client’s internal team or their chosen marketing agency.
consulting
A traditional PR retainer generally makes an agency available for a broad range of ongoing communications and public relations needs.
A TNKR media relations campaign is more focused. It is built around a specific issue, media project or stream of thought leadership content. Continual media relations service and crisis communications are better handled by a specialized full-service PR firm.
TNKR media coaching has three components: research and preparation, training and performance review.
We assess previous media appearances, public speaking, published positions and likely areas of questioning. Coaching may include message development, mock interviews, goal setting and a structured review of new appearances to improve future performance.
A public affairs strategy begins with a broader political, cultural or economic objective.
The engagement may involve reviewing background documents, defining the issue, identifying stakeholders, developing messages and selecting communications tactics. Possible objectives include informing public institutions, improving recognition of an industry or innovation, or supporting longer-term policy change.
No, TNKR does not provide lobbying or government relations services.
We can work alongside the client’s preferred government relations professionals or introduce trusted partners when appropriate.
No. TNKR does not accept partisan political mandates, or government contracts or subsidies of any kind.
This separation allows TNKR and co-founder Dan Delmar to maintain an independent position in political analysis and public commentary.
podcasting
A podcast can be recorded on a smartphone but a professional series requires much more than recording equipment.
TNKR provides editorial structure, technical production, guest preparation and strategic oversight. A typical episode may require one to two hours of pre-production and four to six hours of post-production, in addition to content planning and promotion.
Yes. TNKR can develop a podcast from its initial purpose and format through branding, technical setup, recording, production, distribution and launch.
We can also provide basic promotional content. Larger advertising or audience-acquisition campaigns remain the responsibility of the client or its chosen agency.
An executive producer or showrunner is the senior editorial lead. This person establishes the show’s themes, direction and standards, makes major editorial decisions, handles stakeholder relations and reviews the finished work. TNKR showrunners generally bring at least 15 years of experience in media, public relations, public affairs or content strategy.
A content producer manages the practical preparation of the program. This may include research, episode materials, guest coordination, pre-production, production support and promotional content. TNKR content producers generally have at least five years of media or journalism experience.
Audio branding is the collection of sounds that gives a podcast, campaign or organization a recognizable sonic identity.
It may include a main theme, introduction, closing music, interludes, bumpers and sound effects developed as part of one consistent audio strategy.
Yes. A podcast creates a substantial body of recorded source material that can be adapted with relatively few additional demands on the guest or host.
TNKR can develop transcripts, episode summaries, articles, commentary, newsletters and promotional posts from the original conversation.
Hosting a podcast is relatively inexpensive but may require technical maintenance.
Ensuring that your feeds on Apple, Spotify or other podcasting platforms remain active costs as little as $15/month.
Yes, remotely. TNKR can produce a companion video version of a podcast recorded remotely via Zoom or segments for social media.
Custom graphics, artwork, social media management and paid advertising remain the responsibility of the client, its marketing team or preferred agency.
N’hésitez pas à nous faire part de votre grande idée.