Thought Leadership Isn’t a Tactic. It’s a Strategy.

In a world where everyone is competing for attention, thought leadership is what helps brands actually build trust. For us at Pop & Awe, we focus on helping our clients identify their areas of expertise and their distinct POV, so that they can show up as a resource to their audience. When it's done with intention and rigor, thought leadership can not only build trust for your brand, but real business results.

Show up where your audience already gathers.

NPM @ Rain Business of Podcasting Summit

Events are one of the most effective ways to build thought leadership—if you show up with intention.

For National Public Media, we turned a sponsorship at the RAIN Podcast Business Summit into a multi-year platform for growth. Over three years, that work helped connect with more than 1,000 potential clients, generate top-tier press coverage, and drive nearly $1M in sales.

At BrandWeek, we created a cross-platform experience that brought NPR’s audio leadership to life—resulting in nearly 200 qualified contacts and new opportunities with brands like Coca-Cola, Dell, and Target.

And at Advertising Week New York, we helped evolve a traditional sponsorship into NPR’s “Power of Audio” Summit. Featuring voices like Terry Gross, Ira Glass, and Guy Raz, the event positioned NPR as a true leader in audio.

Start with a strong idea—and bring it to life.

Tinkercast @ SXSW EDU focused on the benefits of using podcasts in the classroom

With Tinkercast, we focused on a simple but powerful idea: podcasts can be more than entertainment—they can be a meaningful learning tool. We developed a thought leadership panel at SXSW EDU that explored how audio helps K–5 students build creativity, retain information, and strengthen problem-solving skills. By leading with impact instead of product, we helped the message resonate.

We also partnered with Tinkercast on their winning submission to Fast Company’s Most Innovative Companies list in 2024. By telling a bigger story about screen-free storytelling and tools like TinkerClass, we helped them earn recognition as a leader in the emerging space of educational podcast tools.

Tell stories people actually care about.

NPR's Podfront events featured more than 14 NPR on air and podcasts hosts

Thought leadership only works if it connects. That’s why we helped reframe NPR’s Podcast Upfront presentations around the emotional connection between hosts and listeners. Instead of leading with stats, we brought that story to life by featuring 14 podcast hosts across three events.

The results:

• 250+ leads generated

• 29% converted to qualified leads

• 48% email open rate (a 27% year-over-year lift)

Create something others come to rely on.

NPR's Smart Audio Report became an industry standard

One of the most effective ways to lead a conversation is to contribute something new to it.

We partnered with NPR and Edison Research to launch the Smart Audio Report—the first large-scale study of consumer behavior on smart speakers. Not only did it drive more than a million in earned media value, including speaking opportunities at major events like CES, and related sales for NPM, but it quickly became a go-to industry resource, driving new conversations about the role of voice-activated technology in audio.

The takeaway

For us, thought leadership is about showing up with content that inspires curiosity and inquiry. It’s part storytelling, part strategy, and part consistency.When it all comes together, it doesn’t just build credibility, it builds momentum.