Course overview and introduction
AI is changing how buyers shortlist, trust, and make decisions. Your thought leadership is being skimmed, summarised, and compared by “answer engines”, sometimes without a click, sometimes with the nuance stripped out. If your credibility isn’t clear, consistent, and easy to verify, you get ignored or misrepresented.
AI is changing how buyers shortlist, trust, and make decisions. Your thought leadership is being skimmed, summarised, and compared by “answer engines”, sometimes without a click, sometimes with the nuance stripped out. If your credibility isn’t clear, consistent, and easy to verify, you get ignored or misrepresented.
This masterclass gives you a practical playbook to build thought leadership that drives commercial outcomes in regulated, noisy FinTech markets. We’ll cover how to find angles people actually care about, how to get execs contributing without begging, how to use GPT to scale output without turning into beige AI sludge, and how to report impact when the CFO wants proof.
Who should attend
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FinTech / Financial Services marketers and business leaders at mid to senior level, carrying growth and credibility pressure
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Content, comms, social, PR, demand and ABM leads who need better output with the same team
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Marketing and business leaders who are being asked “what’s our AI plan” and don’t want to gamble with reputation
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Teams operating in complex propositions, long sales cycles, and compliance-heavy environments
- Why thought leadership matters more now, because AI rewards credibility and clarity, not volume
- What drives trust and influence in B2B today, and how to make that visible in content and in AI summaries
- How to find strong content angles that cut through sameness, including in AI-saturated feeds
- How to identify the right internal experts, and get contributions without burning political capital
- How to use GPT to support experts, speed up drafts, and protect voice, accuracy, and compliance guardrails
- How to turn insight into formats that match audience intent, and are easy to cite, share, and reuse
- How to build a content machine without burnout, with repeatable workflows and prompt packs
- How to measure what matters, so you can defend the programme in leadership conversations
You’ll leave with templates, conversation starters, AI prompts, simple guardrails, and a measurement framework you can apply immediately.
What makes this different
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Built for the reality of FinTech: regulated comms, high scrutiny, long cycles, and buyers who verify everything
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Practical delivery: interactive, example-led, and designed to leave you with a usable plan, not theory
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AI included in a grown-up way: how to use it to scale, and how to avoid the credibility traps when your content gets summarised by machines
