If you read my LinkedIn newsletter, you know that I will be musing about Thought Leadership this month both there and here on this blog. This is one of my most favorite content marketing topics because I think it’s such a powerful way to enhance a brand and it’s a lot of fun to write.
So, for this first blog on thought leadership, I thought I’d focus on the who and the how. First, I’ll identify who I think a good thought leader is, both in theory and in real life. Then, I’ll talk a little bit about how to become a thought leader. I hope this will give us a good foundation to build on as I continue to spout off on the subject throughout the month.
According to Wikepedia, a thought leader is “an individual or firm recognized as an authority in a specific field and also business jargon.” So, so, so true!! There is a certain buzzy quality to the term thought leadership these days. I expect it to be on one of those “words to ban” list any day. There are folks who don’t understand the power behind the term and are abusing it for their own gain giving the term a bad name.
However, those who do understand and respect how powerful thought leadership can be agree that it is still an effective strategy for building brand loyalty and reputation. Good thought leaders are the go-to experts in their field. They are trusted sources who freely share opinions, ideas and insights that inspire people. The value they offer draws a loyal following of fans, colleagues, customers, and employees who truly believe in what they have to say. Over time, thought leaders have the power to create sustainable innovations not just in one company but in an entire industry or community.
For example, I believe Simon Sinek is a thought leader on both leadership and marketing strategy. His book, Start With Why, changed my thinking about how I approach both. Because of that, I read all of his books, follow him on LinkedIn, and watch his Ted talks often.
I also think Seth Godin is a thought leader. He’s written books addressing marketing, advertising, and leadership. I regularly marvel at how he can distill an important point of view into a blog post with less than 500 words or a tiny little 200 page book. His point of view is always relevant, timely, and useful.
It took years for these two to become thought leaders. Seth has been writing books for decades. That kind of influence is not something that happens overnight. It also take consistent output of valuable content and the willingness to engage with people interested in your thoughts. In other words, effective thought leadership is hard work and a long-term strategy. It is not a one-and-done, short-term marketing plan.
Effective thought leadership requires these things:
- Clear and specific goals
- Complete target audience personas
- Comprehensive and consistent content calendar including both short and long form content
- Integrated marketing plan to promote the content
- Measurable KPIs
Thought leadership content could include:
- Blog posts (on your blog and guest posts on other blogs)
- Social media posts
- Video content for your website or social media
- Gated content like e-books, checklists, or how-to guides
- Whitepapers and case studies
- Webinars or online courses
- Speaking engagements and other events
- Submitted articles to industry online and print publications
Be creative! Ask yourself, where would you like to see experts weigh in on an issue you care about? Where is there a lack of good insight in your chosen industry or community?
If this seems daunting to you, I am here to help! I love this stuff! This is fun for me. I love researching new ideas and ways to share insights for my clients. And I can guarantee that thought leadership is worth the investment if you want to build your brand. Let’s talk about it. Give me a shout today.
