How Can Think Tanks Maximise The Power Of Content Marketing?
Think Tanks Are Sitting on a Goldmine. Are They Using It?
In a world drowning in noise – clickbait headlines, viral misinformation, partisan shouting matches, there’s one voice that’s often too quiet: the Think Tank.
Think Tanks hold some of the most valuable resources of our time: rigorous research, policy insight, and credible analysis. But here’s the big question: Are they using it to create wealth for themselves and value for the public?
The answer? Not quite. Not yet.
The Opportunity That’s Being Missed
At a time when the public is hungry for clarity and facts, Think Tanks should be at the forefront of public discourse, not just in elite circles or policy rooms, but on timelines, newsfeeds, and search results. But instead, many Think Tanks are still stuck in a world of 40-page PDFs and academic journals. Valuable, yes. But accessible? Hardly.
It’s time to rethink how content is created, distributed, and consumed in the policy space. Because influence isn’t about how much you know, it’s about how well you communicate it.
So, how can Think Tanks unlock their content capital?
1. Simplify, Don’t Dumb Down
Long-form research papers are essential, but they shouldn’t be the only output. Think Tanks need to create short, high-impact content formats that distil key insights:
- Infographics that unpack policy ideas visually
- Tweet threads or LinkedIn carousels that summarize reports
- Executive summaries written in plain language
This isn’t about lowering standards. It’s about broadening impact.
2. Embrace New Mediums
Text isn’t enough anymore. Think Tanks must evolve their content formats to suit how people consume information today:
- Podcasts for in-depth conversations
- Conversational videos or explainers for key ideas
- Reels and shorts for awareness and virality
This isn’t about entertainment, it’s about relevance.
3. Make Content Discoverable
You can’t shape the discourse if no one can find your work. Think Tanks should invest in:
- SEO-optimized content
- Well-structured, searchable websites
- Evergreen topic pages that rank for key policy terms
If Google can’t find your research, the public won’t either.
4. Use Social Media Strategically
Social media isn’t just a billboard for posting links. It’s a conversation space, a community builder, and a credibility engine. Think Tanks should:
- Use platform-specific strategies (e.g., Twitter for policy threads, LinkedIn for thought leadership, Instagram for infographics)
- Leverage tools like LinkedIn Groups, Twitter Spaces, and YouTube shorts
- Engage, not just broadcast
This isn’t about being trendy, it’s about meeting audiences where they are.
5. Partner with the Media
Think Tanks can amplify their reach by building content partnerships with media houses. But the key is editorial independence, not ghost writing news, but co-creating content where expertise remains intact.
- Op-eds, co-branded newsletters, explainers, and data storytelling
- Syndicating insights in exchange for reach—not editorial control
The public debate is already happening. Think Tanks need to be in it, not behind it.
In Conclusion
By simplifying, diversifying, optimizing, engaging, and partnering, Think Tanks can convert their content into real-world influence and help shape a more informed, thoughtful, and democratic future.