Thought Leadership Strategy That Drives Growth: A Step by Step Guide With Examples

Because content will likely continue to be king for some time, increasingly astute business leaders are developing professional brands and thought leadership strategies to position themselves and their firms as thought leaders and useful resources to audiences.

Establishing yourself as a thought leader can help you develop your career, bring in new possibilities, and offer value to the organization you work for. This much is obvious at this point. But how exactly does one go about establishing themselves as a thought leader?

In this post and podcast episode, we help you build a thought leadership strategy that will compound growth over time. You’ll learn the foundational elements of a thought leadership strategy, examples of how to execute it, and how to add customer stories and their voice to the process. Plus, we’ll give tips for getting your team involved with thought leadership.

What is thought leadership?

Thought leadership is the act of establishing yourself or your company as an expert in your field. It’s about creating and sharing content that sets you apart from your competitors and helps you build trust and credibility with your target audience.

There are many ways to develop a thought leadership strategy that works for your business. However, here are a few key points to keep in mind:

• First, figure out what makes you unique and capitalize on it.
• Create valuable and informative content, and ensure it is distributed through the channels your target audience is using.
• Build relationships with influencers and other thought leaders in your industry.
• Be patient – it takes time to establish yourself as a thought leader.

What Is a thought leadership strategy?

A thought leadership strategy aims to increase your visibility and influence in your industry by sharing your expertise and insights.

A thought leadership strategy can help you:

• Position yourself as an expert in your field
• Attract new customers and clients
• Increase sales
• Grow your business

To develop a thought leadership strategy that works for your business, you’ll need to:

• Define your target audience
• Research your competition
• Identify your unique selling points
• Create content that positions you as an expert
• Promote your content through social media and other channels

What are the benefits of thought leadership to your company?

Thought leadership can help you:

• Position yourself as an expert in your field
• Differentiate yourself from your competitors
• Attract new customers and clients
• Grow your business

How do you build a world of influence via a thought leadership strategy for your organization?

There are a few key points to keep in mind when developing a thought leadership strategy:

• First, define your audience and what they care about.
• Then, create engaging, informative content that speaks to your audience’s pain points.
• Next, ensure your content is easily accessible and distributed through channels your audience will likely use.
• Next, promote your content through social media, paid advertising, and other marketing channels.
• Finally, monitor your content’s reach and engagement, and adjust your strategy as needed.

The best ways to create a thought leadership strategy that builds trust and interest

Thought leadership goals

Thought leadership goals include:

• Establishing yourself or your company as an expert in your field
• Increasing brand awareness and visibility
• Generating leads and sales
• Creating content that is shareable and informative
• Building trust and credibility with your audience
• Connecting with influencers and other thought leaders in your industry

The goal of thought leadership is not to drive short terms sales but rather the issues of risk mitigation and trust, which helps in the buying journey of potential customers.

People

People are an essential part of any thought leadership strategy. After all, the thought leaders generate the content that will be shared with the world.

That’s why carefully considering who will be involved in your strategy is important. Make sure to choose people who are passionate about your topic and have something valuable to say.

Once you have the right people in place, you can move on to creating and sharing your content. But don’t forget to keep your audience in mind throughout the process. After all, they’re the reason you’re doing this in the first place.

Process

The process of creating a thought leadership strategy includes the following steps:

• Defining your goals and objectives
• Identifying your target audience
• Researching your topic
• Developing your content
• Promoting your content
• Measuring your results

Thought leadership tactics

• Start with a clear understanding of your goals.
• Define your target audience.
• Research your topics inside and out.
• Create genuinely original content.
• Make sure your content is shareable.
• Get involved in the conversation.
• Monitor your progress and adjust your strategy as needed.

How do you measure the success of your thought leadership strategy?

There are several ways to measure the success of your thought leadership strategy. However, here are a few key metrics to keep in mind:

• Reach: How many people are you reaching with your thought leadership content? This can be measured in several ways, including social media engagement, website traffic, and newsletter subscribers.
• Engagement: Once you’ve reached your audience, how are they engaging with your content? Are they reading it, sharing it, commenting on it?
• Authority: Is your thought leadership content helping you establish yourself as an expert in your field? This can be measured by looking at things like media mentions, speaking engagements, and awards.

By tracking these metrics, you can get a good sense of whether your thought leadership strategy is effective and make necessary adjustments. So let’s break this down further.

Thought-leadership goals might seem lofty yet doable. However, some of these tactics might be hard to quantify without the right measurements. Here are five fundamental indicators we suggest any business can use to gauge its efforts.

1. Track website traffic

This is the traditional way to measure thinking leadership. What do you do when you like a company? Their website is checked.

As you build your online and offline reputation, more people will visit your website. Monthly reports on website traffic.

During special events or networking, check your website for traffic increases. This helps assess your organization’s outside efforts and saves time and money. When tracking website visitors, note where they’re from.

How do people find you? First, take note of social media website traffic. Knowing which sites are popular may improve them with SEO or create comparable content.

Monthly reports on website traffic. Keep track of monthly traffic changes and how your content contributes.

2. Count followers

In today’s social media scene, social media followers assess impact.

Most social media platforms or applications measure reach and growth. These data might assist you in understanding your following and targeting the right demographics.

If one platform grows faster than others, devote more time and attention to it since its followers will likely spread to others.

See what social media postings do well. For example, say Instagram stories get more views than feed posts. In such a situation, spread out your most important stuff—plan or act based on your followers’ words.

These data might assist you in understanding your following and targeting the right demographics.

3. Track branded queries and site mentions

Branded inquiries are when consumers search Google for your brand. Any brand-related search results.

They’re vital to optimize since they indicate a brand-aware audience is more likely to continue looking for your goods and convert. In addition, they’re usually returning consumers.

Branded inquiries and thought leadership are connected. For example, 60% of decision-makers stated these attempts encouraged them to buy a product or service they weren’t considering.

Branded search audits let you track strategy results. The more queries you get, the better you rank in search results. Therefore more people speak about you/your brand, increasing your thought leadership.

Google Search Console evaluates your site’s Search traffic and performance, fixes errors, and improves its Google Search results exposure. In addition, this data lets you track branded queries.

Branded search audits let you track strategy results. For example, more searches equal higher search rankings—measure site traffic and performance using Google Search Console.

Track backlinks

Backlinks are links on other companies’ websites that link to your site.

Set a monthly or quarterly backlink objective with your staff. Backlinks boost SEO and establish brand credibility by showing approval and associating with other firms. Backlinks are essentially a vouching mechanism for complementary firms.

Some programs track who’s referenced your site without linking back. SEMrush is an excellent tool for this. Once you know who’s referenced your brand but not linked it, send them a link to a website you’d like them to include. This earns you a monthly or quarterly backlink.

Backlinks are links on other companies’ websites that link to your site. Again, SEMrush is an excellent tool for this.

Google Alerts

Google alerts lets you monitor terms. Reputation control is the top reason to use Google Alerts. So you’re on top of every mention of your firm. You may also see how many events you’re asked to speak at.

It’s a good approach to tracking what’s happening in your industry. By scanning the web for theme-specific phrases, you may find new competitors and clients and keep up with your sector.

While it’s fantastic to know what’s being said about you, it’s equally crucial to know who’s saying something similar. Google trends may help you identify media sites that reference your brand or your thought leadership, allowing you to develop contacts and be published.

Who should be involved in your thought leadership strategy?

There’s no one-size-fits-all answer to this question – it depends on the size and structure of your organization, as well as your specific goals for thought leadership. However, some key players should be involved in developing and executing your thought leadership strategy, including:

• Senior leadership: Thought leadership should be aligned with your organization’s overall business strategy, so it’s important to get buy-in from senior leaders.
• Marketing: Thought leadership is a marketing tool, so your marketing team should be heavily involved in developing and executing the strategy.
• Sales: Sales teams can play a crucial role in identifying opportunities for thought leadership and helping to promote the content once it’s been created.
• Subject matter experts are the people with the expertise you’re trying to communicate through thought leadership. It’s essential to involve them to ensure that the content is accurate and reflects the latest thinking in their field.

What are some common thought leadership mistakes?

Some common thought leadership mistakes include:

• Not having a clear target audience
• Not having a well-defined message
• Not differentiating yourself from your competition
• Not having a plan for promoting your content
• Not measuring your results

How do you get started with thought leadership?

Thought leadership is a strategic approach to marketing that focuses on establishing your brand as an expert in your industry. The goal is to build trust and credibility with your target audience by providing valuable content that educates, informs, and inspires them.

There are a few key things to keep in mind when developing a thought leadership strategy:

• Define your target audience and what they want to learn from you.
• Identify the topics you want to be known for and ensure you have the expertise to back it up.
• Produce high-quality content that is original, informative, and well-written.
• Promote your content through social media, your website, and other channels.
• Engage with your audience and build relationships with influencers in your industry.

What are some thought leadership materials and resources that you could develop?

The content that constitutes thought leadership can be presented in various media, such as webinars, podcasts, ebooks, and white papers. Each format has unique benefits, which may be maximized if deployed wisely at various points throughout the consumer journey.

Content marketing methods you may wish to invest in

1. Whitepapers

White papers are condensed instructions that assist the reader in comprehending a specific subject or finding a solution to a particular issue.

Customers frequently use whitepapers from credible sources when working through the decision-making process. In addition, because white papers are often provided to customers in return for information about them, such as an email address, these documents are fantastic tools for lead capture.

2. Ebook

Ebooks it comes to more complicated issues, clients typically want to go into a piece of long-form material that provides a greater degree of depth than something like a blog post or whitepaper. This type of content is sometimes referred to as an”ebook.”

Ebooks are an excellent tool for dividing complex subjects into manageable sections called chapters. An ebook is a terrific method to generate a piece of thought leadership material that can be broken down into smaller bits that you can promote independently later.

Ebooks are sometimes filled with different content that highlights a certain topic, such as infographics and charts.

3. Webinars

Webinars are live, interactive online presentations allowing audience members to ask questions and provide real-time feedback. Customers who choose a more involved method of learning about a company and its expertise will find that these forums are the ideal setting.

Webinars are an excellent approach to enhancing your brand because they enable you to put a voice and a face to the people who work behind the scenes at your firm.

Participation is typically free of charge, making it a useful lead-generating tool in its own right, provided that a client is prepared to give their personal information to the business conducting the webinar.

4. Podcasts

Podcasts are collections of audio recordings distributed online and comprise narratives and conversations around a particular subject.

Customers can subscribe to a podcast and listen to it whenever it suits them, as it is made available on a number of different platforms.

A podcast, which enables the production of episodes at a regular cadence, can be an excellent way to establish and maintain engagement with your audience throughout the buying process and in the time between purchases. This is because a podcast enables the production of episodes on a regular cadence.

5. Infographics

Infographics are succinct representations in the visual form of information, data, or expertise. Infographics are a quick and easy way for businesses to convey their knowledge and experience on a particular subject matter. They simplify complex ideas so people can better understand them through graphical components. In addition, because interesting images are more likely to attract people’s attention on social media and in web searches, businesses may use infographics to expand their reach and reach new audiences.

6. Speaking opportunities

As stated by the American Marketing Association, speaking in front of an audience provides a stage for corporations and their thought leaders to display their knowledge, increase their reputation, and engage the audiences they are trying to reach.

The result is the possibility of building and cultivating connections in an atmosphere that is objective and free of sales pressure.

This strategy raises awareness of your brand and generates an unparalleled degree of trust, which, in turn, can produce essential business prospects and bring qualified leads directly into your sales funnel.

7. Videos

The use of video clips in marketing is known as “video content marketing,” It entails delivering authoritative insights or thought leadership, increasing brand awareness, and eventually driving sales. Your company’s digital marketing plan should incorporate video, as research has shown that people are more likely to pay attention to content presented in this format.

According to research by Wyzowl, 96 percent of individuals have viewed an explainer film to gain further knowledge about a product or service. It also has the potential to have a favorable impact on conversions. According to research conducted by Unbounce, a provider of software for landing pages, including a video on your landing page, can increase the page’s conversion rate by as much as 80 percent.

8. Blog Posts

Incorporating content marketing methods into your overall business strategy should be of the utmost importance. For example, utilizing thought leadership and the blog your firm maintains is a terrific approach to increase the number of visitors who visit your website.

Your customers and prospects want to be informed, so you should concentrate on generating valuable information.

9. Analysis of recent events and trends

Having your unique voice is at the center of compelling thought leadership marketing. This may include discussions on upcoming fashion trends that are just gaining traction. If you pay close attention to what is happening in your field, you can determine which aspects of your business are successful and which are not.

Consider leveraging opinion articles from The New York Times or curating news stories in your email campaigns with an analysis done by industry professionals. Both of these options are available in The New York Times.

By developing a thought leadership strategy, you can position yourself and your business as leading authorities in your industry. This can help you attract new customers and clients and build trust and credibility with your target audience.

14 Steps in creating your thought leadership strategy

Define goals and align with strategy

The first step is to clarify what you want to achieve with your thought leadership strategy. This means taking the time to sit down and define your goals. What do you want to achieve? Who do you want to reach? What kind of impact do you want to make?

Once you understand your goals well, you must ensure they align with your overall business strategy. There’s no point in creating a thought leadership strategy that doesn’t support your business goals. So take the time to ensure they are aligned before you move on to the next step.

Choose target audience(s)

The first step is to choose your target audience.

Some factors to consider when choosing your target audience are:

• Their needs
• Their problems
• Their values
• Their location
• Their age
• Their gender
• Their income
• Their education
• Their occupation

An additional resource that will help you build a comprehensive persona profile: How to Create a B2B Buyer Persona That Drives Revenue Growth

Once you understand your target audience, you can begin to create content that will appeal to them.

Collect existing thought leadership articles and related content

The first step in creating a thought leadership strategy is collecting all of your company’s existing thought leadership content. This includes blog posts, white papers, ebooks, graphics, videos, and more. Once you have all this content, you can begin organizing it into a cohesive strategy.

The second step is to create a plan for how you will make new thought leadership content. This includes determining what topics you will cover, who will create the content, and how often you publish new content.

The third step is to create a system for distributing your thought leadership content. This includes creating a blog or website to host your content, setting up social media accounts, and developing email marketing plans.

The fourth step is to create a process for measuring the success of your thought leadership strategy. This includes setting goals, determining what metrics you will use to measure success, and creating a system for tracking your progress.

The fifth step is to create a budget for your thought leadership strategy. This includes determining how much you will spend on content creation, distribution, and promotion.

The sixth step is to create a timeline for your thought leadership strategy. This includes setting deadlines for each process step and determining how long you will spend on each task.

The seventh step is to begin creating new thought leadership content. This includes writing blog posts, developing infographics, and making videos.

The eighth step is to distribute your thought leadership content. It includes publishing your blog or website, sharing your content on social media, and sending it out to your email list.

The ninth step is to promote your thought leadership content. This includes paid advertising, social media campaigns, and public relations efforts.

The tenth step is to measure the success of your thought leadership strategy. This includes reviewing your goals, metrics, and tracking system to see how your content performs.

The eleventh step is to adjust your thought leadership strategy as needed. It includes making changes to your content, distribution, and promotion plans based on your results.

The twelfth step is to continue creating and distributing thought leadership content regularly. This includes setting a schedule for publishing and promoting new content through your distribution channels.

The thirteenth step is to review your thought leadership strategy regularly. This includes setting aside time each quarter to review your goals, metrics, and results.

Determine the thought leadership program approach

Your goals will determine the approach you take, but there are three common types of thought leadership programs:

Topical: These programs focus on a specific issue or challenge your audience faces. The goal is to position yourself and your company as a go-to resource on that topic.

Historical: These programs focus on your company’s history, sharing the story of how you got to where you are today. The goal is to build trust and credibility with your audience.

Visionary: These programs focus on where your company is going, sharing your vision for the future. The goal is to inspire your audience and get them excited about what’s to come.

Identify thought leaders

1. Look internally first.
2. Consider your target audience and what type of information they would find valuable.
3. Use Google and social media to find potential thought leaders.
4. Check out conferences and events in your industry.
5. Check out trade publications.
6. Ask your clients and customers.
7. See who is being quoted in the media.
8. Use online search tools such as Google Scholar.
9. Check out Amazon.com and other online bookstores.
10. Look for experts in other industries who can offer insights into your industry.
11. Use online tools such as Google Alerts.
12. Check out LinkedIn and other social networking sites.
13. Keep an open mind.

Nurture thought leaders

1. Define what a thought leader is in your industry.
2. Find the individuals who can be thought leaders.
3. Assess where your thought leaders stand.
4. Create content for your thought leaders.
5. Distribute your content.
6. Monitor and measure your results.
7. Adjust your strategy as needed.
8. Keep your thought leaders engaged.
9. Train your thought leaders.
10. Help your thought leaders get press.
11. Get your thought leaders speaking.
12. Put your thought leaders on a panel.
13. 13. Make your thought leaders available for interviews.

Select a content management system

The first step in creating your thought leadership strategy is to select a content management system. This will be the platform on which you host your blog and distribute your content. There are many different content management systems to choose from, so take some time to research which one will best suit your needs. Once you have selected a content management system, set up your blog and start creating content!

Some things to keep in mind as you create your content:

• Write about topics that you are passionate about and that you know well.
• Keep your audience in mind as you write- who are you trying to reach with your content?
• Write clearly and concisely.
• Finally, be sure to proofread your work before you publish it.

By following these steps, you will be well on creating a thought leadership strategy to help you reach your goals.

Design your content marketing publications

Your content formats should:

• be easily digestible
• be engaging
• be shareable
• be timely
• be evergreen
• be repurposable
• be consistent with your brand
• be searchable
• be optimized for SEO
• be original
• be compelling
• be interesting
• be thought-provoking

Create an editorial plan

Your editorial agenda lists the topics you plan to write about. This list should be comprehensive, covering all the areas you want to be known for. Once you have your list, you can start brainstorming ideas for articles, blog posts, whitepapers, and more.

To create your editorial plan, start by brainstorming a list of topics you want to write about. Once you have your list, you can start thinking about ideas for articles, blog posts, whitepapers, and more. Remember that your editorial plan should be comprehensive, covering all the areas you want to be known for.

Here are some tips to get you started:

• Think about the topics you want to be known for.
• Brainstorm a list of ideas for articles, blog posts, whitepapers, and more.
• Make sure your list covers all the areas you want to be known for.
• Start writing!

Create a content marketing strategy

1. Figure out what you want to achieve with your content.
2. Do your research and understand your audience.
3. Identify the topics you want to cover.
4. Create a content calendar.
5. Write (or repurpose) your content.
6. Optimize your content for search engines.
7. Promote your content.
8. Analyze your results.
9. Rinse and repeat.
10. Keep your strategy flexible.
11. Be patient.
12. Be persistent.
13. Have fun!

Publish and manage content

The process of creating and managing content for your thought leadership strategy involves the following steps:

1. Define your target audience.
2. Research and understand your audience’s needs.
3. Develop a content strategy that meets your audience’s needs.
4. Create content that is helpful, informative, and engaging.
5. Publish your content regularly.
6. Promote your content through social media and other channels.
7. Monitor your content’s performance and make changes as needed.
8. Repeat steps 4-7 regularly.
9. Evaluate your thought leadership strategy regularly and make changes as needed.
10. Celebrate your successes and learn from your failures.
11. Rinse and repeat.
12. Keep an open mind and a willingness to change.
13. Be patient.

Content is the foundation of any thought leadership strategy. By publishing and managing content regularly, you can establish yourself as an expert in your field and build trust with your target audience.

Internal marketing

1. Define your target audience
2. Understand what motivates your target audience
3. Develop a clear messaging strategy
4. Create content that educates, entertains, and inspires
5. Distribute your content through multiple channels
6. Promote your content through social media and email marketing
7. Analyze your results and adjust your strategy accordingly
8. Rinse and repeat

Measure impact

To measure the impact of your thought leadership strategy, you need to track the following metrics:

• Number of social media followers
• Number of blog subscribers
• Number of newsletter subscribers
• Number of speaking engagements
• Number of articles published
• Number of media mentions
• Number of awards won
• Number of website visitors
• Number of leads generated
• Number of sales closed
• Net Promoter Score
• Overall brand awareness

Consistently follow your business objectives to reap the rewards of word-of-mouth advocacy.

We can’t expect our thought leadership tactics to start producing results overnight. After implementing your strategy, you should establish your key performance indicators (KPIs) and stick to your plan for a predetermined time. If your data shows that your efforts are not delivering on your KPIs consistently, then you should iterate and adapt your approach over time.

Building trust is a time-consuming process that is necessary for thought leadership. However, the beauty of this ongoing endeavor is that after you have earned the confidence of a small group and continually improved your strategy over time, growth accelerates exponentially, and word-of-mouth advocacy will start to deliver results.

What makes a great thought leader?

Great thought leaders are respected and trusted by their peers and have a proven track record of success in their field. They are also passionate about sharing their knowledge and helping others to grow and succeed.

Some of the qualities that make a great thought leader include:

– Being an expert in their field

– Being able to communicate complex ideas in a simple and engaging way

– Having a solid track record of success

– Being passionate about helping others

– Being respected and trusted by their peers

When should you consider a thought leadership approach?

A few critical indicators suggest it might be time to consider a thought leadership approach for your business.

• If you’re struggling to stand out in a crowded market
• If you’re looking to build trust and credibility with your target audience
• If you want to position yourself as an authority in your industry

A thought leadership strategy can effectively achieve these goals, but it’s essential to ensure you’re prepared to commit to the required effort. Otherwise, you risk damaging your brand rather than enhancing it.

The six dimensions of thought leadership

The six dimensions of thought leadership are:

1. Industry expertise
2. Insights and originality
3. Clarity and conciseness
4. Relevance and timeliness
5. Engaging and inspiring
6. Credible and trustworthy

How do I attain thought leadership status? (The 4-step process)

The process of becoming a thought leader can be broken down into four steps:

1. Define your area of expertise
2. Build your platform
3. Create content that showcases your expertise
4. Promote your content and engage with your audience

Each of these steps is important in its own right, but they all work together to help you develop a thought leadership strategy that works for your business.

Thought leadership examples

1. Gary Vaynerchuk genuinely teaches others from his own experience

Gary Vaynerchuk, an entrepreneur and the chief executive officer of VaynerMedia, provides his devoted followers access to his inner thoughts through various social media channels and formats.

According to Forbes’ account, he is known for his willingness to discuss his leadership beliefs, what he considers to be the keys to his company’s success and the challenges that come with being an entrepreneur.

Vaynerchuk is a marketing expert who has perfected the art of being honest in all aspects of his work, including podcasts, live streams, Instagram stories, and postings on LinkedIn. This admission of vulnerability is understood to be relatable and, as a result, beneficial to his audience.

2. Using insights from industry professionals, Philips brings humanity to the healthcare industry

To position itself as an advanced health technology company that can leverage comprehensive data to create better health outcomes and business solutions, Philips, which is known to many people as a company that specializes in home electronics, developed a microsite that is packed with videos, webinars, and other types of content.

The company’s Future Health Index assembled a team of advisors and researchers to conceptualize a future healthcare system that will have a low cost but a high impact on people’s lives. In addition, the issues of actual user experience in healthcare settings worldwide are highlighted with innovative ideas that are now being worked on.

Through their healthcare content strategy, the company could connect with prospective clients by supplying them with helpful information and insights.

3. To influence consumer decisions, Ann Handley creates engaging content

Ann Handley is the founder of two businesses and a best-selling author in the WSJ. Both IBM and Forbes have honored her as a thought leader for her contributions to the industry. In addition, IBM called her one of the seven people driving modern marketing.

Her book, “Everybody Writes,” instructs marketers on how to generate engaging content that ultimately results in sales. Her work has been rendered into nineteen different languages thus far. This approach to producing engaging and interesting material is used by her company, MarketingProfs, both on their website and in their webinar program.

Over 600,000 individuals have subscribed to MarketingProfs to receive information and training on various marketing subjects and trends.

4. Estadão increases brand awareness by having conversations centered around key topics

In 2019, the daily Estadão, the fourth-largest in Brazil, sponsored a live event influenced by the Big Ideas series that NYTLicensing published. In addition, through the platform of “Summit Brasil: O Que é Poder?,” Estadão facilitated topical talks with prominent thought leaders that addressed pressing challenges in Brazil.

The power of technology, the power of society, the power of networks, the strength of the economy, and many other topics were discussed during this event. Furthermore, the eminent figures invited to speak at the event attracted the attention of many influential people from across Brazil, contributing to the event’s widespread appeal.

5. The contribution of thought leadership in building AdvisorStream’s credibility

AdvisorStream is a marketing automation tool that has won multiple awards. It assists financial advisers in expanding their practices by helping establish trust and credibility with their clients through highly engaging and individualized communication. To assist in driving conversions and engagement among its user base, the platform uses financially-related information and news licensed from reliable sources.

As a result of Advisorstream’s utilization of NYTLicensing’s thought leadership material, which included the utilization of articles from The New York Times and Harvard Business Review, Advisorstream witnessed an increase in both the number of page views and the number of leads captured.

Building a thought leadership strategy

Getting the thought leadership recipe right

There’s no one-size-fits-all answer to the question of how to get the thought leadership recipe right. But some key ingredients are essential for success.

First, you need a clear understanding of your audience and what they want to hear from you. Second, you need something valuable to say to help your audience achieve their goals. Third, you need to be able to articulate your message in a way that is compelling and easy to understand. Fourth, you must plan to get your news out to your audience.

Fifth, and perhaps most importantly, you must be prepared to put in the hard work required to make your thought leadership strategy successful. There’s no magic bullet when it comes to thought leadership. But if you have the right ingredients and are willing to work, you can build a successful thought leadership strategy.

Why robust data is essential

A thought leadership strategy is only as strong as the data it’s based on. That’s why it’s essential to have a robust data foundation before developing your content.

Without data, you won’t be able to understand your audience, identify the topics they’re interested in, or measure the impact of your content. And without that foundation, your thought leadership strategy will likely fall flat.

Why great storytelling matters

People have been telling stories since the dawn of time. It’s a fundamental way of communicating and how we connect. In the business world, stories can be just as important.

A good story can help you sell a product, build a brand, or establish yourself as an expert in your field. But what makes a great story? And how can you use storytelling to further your business goals?

Here are a few things to keep in mind:

– A great story has a beginning, a middle, and an end.

– A great story is relatable and engaging.

– A great story is memorable and sticks with the listener.

If you can tell a great story, you’ll be on your way to building a successful thought leadership strategy.

Why intelligent and engaging design is critical

To be a thought leader, your company must engage in activities promoting your expertise and building trust with your audience.

A well-designed website is a vital part of this strategy. Your website should be user-friendly and informative, focusing clearly on your areas of expertise. Additionally, your website should regularly update with new content showcasing your company’s latest thinking on relevant topics.

Sources of high-quality thought leadership content

1. Counter narrative opinions

Counter-narrative thought leadership content uses strong opinions that go against industry orthodoxy. Thought leadership content marketing isn’t just about being contrarian; the content must be accurate.

2. Personal stories

Storytelling is popular. Telling a captivating story about yourself, what you’ve learned, and how you got here can be a terrific method to develop thought leadership content. This personal tale can be a case study or involve discussing a client’s issues.

3. Industry Analysis

Most thought leadership discusses industry trends and disruptors. You can tell what’s working and what’s not if you’re observant.

4. Data storytelling

Data can provide top-notch thought leadership content. Proprietary data, which your product generated, is helpful for thought leadership content. This can help build opinions for captivating stories.

5. Licensed content

Licensed content can aid with thought leadership. Working with a renowned publisher or writer ensures high-quality, informative material.

From strategy to planning: where do I start?

Creating a thought leadership strategy can feel daunting, but it doesn’t have to be. Here are a few key points to keep in mind as you build your plan:

– Define your goals and objectives. What do you want to achieve with your thought leadership?

– Identify your target audience. Who do you want to reach with your message?

– Develop a clear and consistent message. What are the key points you want to communicate?

– Create a content plan. What kind of content will you create, and how often will you publish it?

– Promote your content. How will you get your content in front of your target audience?

– Evaluate your results. How will you measure the success of your thought leadership strategy?

Stage 1: Your thought leadership objectives

Matching thought leadership strategy with your commercial objectives

Your thought leadership strategy should always be closely linked to your commercial goals. To succeed with thought leadership, you first must understand what it is and isn’t.

So, our starting point is always research. We immerse ourselves in your category, understand your audience, and look at the competition. We also look at what your business is trying to achieve. Only then do we start to think about what your thought-leading brand could look like.

That means thinking hard about what you want to achieve and who you need to influence to make it happen.

Some common commercial objectives for thought leadership are:

• Generating new leads
• Entering new markets
• Winning government contracts
• Changing perceptions of your brand
• Protecting your reputation
• Increasing market share

To achieve these objectives, you need to produce interesting and useful content for your target audience and get that content in front of the right people.

Stage 2: Your thought leadership audience

How to target the right audience with your thought leadership

Your thought leadership audience is the group of people who you want to reach with your ideas and content. Potential clients, referral sources, or others in your industry could be potential clients. To find the right audience, you’ll need to consider your target market, your ideal client, and your niche.

Once you’ve considered these factors, you’ll be able to target your thought leadership content better. You can do this by creating content that appeals to your target market, writing for specific publications your ideal clients are likely to read, and speaking at events your target audience will attend.

By taking the time to target your thought leadership content, you’ll be able to reach the right people with your ideas and ensure that your thought leadership has the impact that you want it to.

Why are law firms investing in thought leadership to engage clients better

As the legal industry faces challenges, law firms seek ways to engage clients better and differentiate themselves in the marketplace. One way they are doing this is by investing in thought leadership.

Thought leadership demonstrates your firm’s expertise and thought leadership is seen as a valuable way to engage clients.

Some benefits of thought leadership for law firms include:

• Showcasing your firm’s expertise and thought leadership
• Demonstrating your commitment to clients
• Helping you stand out in a crowded marketplace
• Building trust and credibility with clients
• Generating new business leads

If your firm is considering investing in thought leadership, there are a few things to keep in mind.

First, it’s essential to identify your target audience and what topics would be most relevant to them.

Second, you’ll want to ensure your thought leadership is well-written and informative. Finally, you’ll want to promote your thought leadership through channels that will reach your target audience.

Elevating your message to target the C-suite

Elevating your message to target the C-suite requires:

• A clear understanding of your target audience
• A focus on the benefits of your product or service
• A strategy for reaching your target audience
• A commitment to delivering value

The C-suite is the most important decision-making group in any organization. Therefore, your message must be clear, benefit-focused, and delivered through the proper channels to reach them.

Stage 3: Your thought leadership content

Find fresh angles on your thought leadership themes and topics

To make your thought leadership content genuinely original, you’ll need to find fresh angles on your themes and topics. This can be done by:

• Researching your target audience’s needs and pain points
• Identifying new trends in your industry
• Asking your clients and customers for their perspectives
• Brainstorming with your team

Once you’ve identified some possible new angles, it’s time to start creating content that will showcase your expertise and thought leadership.

Learning from customers, industry leaders, and competitors:

As you develop your thought leadership content, you must understand what topics are currently popular within your industry via a topic heatmap. This will help you build content that is relevant and timely.

To generate a topic heatmap, begin by searching Google Trends. You can search for general terms related to your industry or specific terms related to your products or services.

Once you have a list of potential topics, you can use Google AdWords to see how much interest there is in each topic. In addition, the AdWords tool will show how many people are searching for a particular term and how much competition there is for that term.

Finally, you can use Google Insights to see how interest in a particular topic has changed. This will help you identify trends and develop content ahead of the curve.

Building your process on the proper foundation

Congratulations on completing stages one and two of your thought leadership content journey! You should now clearly understand what you want to achieve with your content, your target audience, and what kind of content will resonate with them.

Now it’s time to start creating your content. In stage three, we’ll focus on developing a process for creating high-quality content that will help you achieve your thought leadership goals.

Here are some key points to keep in mind as you develop your process:

• Define your content’s goals and objectives, and ensure every piece of content you create aligns with those goals.
• Write for your target audience – focus on the topics and issues that are most important to them.
• Create an editorial calendar to help you plan and organize your content.
• Develop a process for creating, editing, and publishing your content.
• Promote your content through social media, email, and other channels.

By following these steps, you’ll be well on your way to creating thought-provoking, engaging, and informative content that will help you establish yourself as a thought leader in your field.

Stage 4: Your thought leadership activation

How to take your thought leadership content to market

1. Make a plan: Define your goals, target market, and strategies

2. Create content: Write blog posts, whitepapers, ebooks more

3. Distribute your content: Use social media, email marketing, and paid advertising

4. Analyze and adjust: Use analytics to track your results and improve your strategies

Thought leadership content can help you attract new customers, build trust with your target market, and establish yourself as an expert in your industry. However, producing thought-leadership content is not enough – you also need to plan how to get your content in front of your target market.

The first step is to make a plan. Define your goals, target market, and strategies. Then, create content that aligns with your goals and target market. Once you have completed your content, use social media, email marketing, and paid advertising to distribute it. Finally, analyze your results and adjust your strategies as needed.

Radisson Hotel Group activates its thought leadership through FT channels

Radisson Hotel Group partnered with the FT to create a series of articles, infographics, and videos that would be distributed across the FT’s channels, as well as Radisson Hotel Group’s website and social media channels.

The content was designed to show how the company is at the forefront of sustainable hospitality, focusing on how it is working to reduce its environmental impact.

The articles, infographics, and videos were well received, and the campaign generated significant positive media coverage for Radisson Hotel Group.

Content marketing and thought leadership: what’s the difference?

Content marketing and thought leadership are terms often used interchangeably, but they are two different things. Content marketing is creating and distributing content (such as blog posts, infographics, eBooks, etc.) to attract and engage your target audience. Thought leadership, on the other hand, is positioning yourself or your company as an expert in your industry.

While content marketing can be a part of thought leadership, the two are different. Thought leadership requires a deeper level of expertise and a more strategic approach. It’s about sharing your unique insights and perspectives to educate and influence your audience.

Suppose you’re looking to position yourself or your company as a thought leader in your industry. In that case, you must focus on creating original, well-researched content that provides value to your audience. This could include blog posts, whitepapers, eBooks, or video content. Whatever format you choose, ensure your content is informative, insightful, and engaging.

Resourcing your thought leadership strategies

Which thought leadership skills does my team need?

Your team’s thought leadership strategy should be based on the specific skills and expertise that they can offer. These might include:

– Research and analysis

– The ability to synthesize complex information

– Writing and Editing

– Design and visual communication

– Public speaking and presentation

– Strategic thinking

– Implementation and project management

Your team’s specific skills and expertise will determine which aspects of thought leadership they can focus on. By clearly understanding your team’s skills and expertise, you can ensure that your thought leadership strategy is as effective as possible.

What are some common challenges with thought leadership?

There are a few common challenges when it comes to thought leadership:

– Developing a strategy that aligns with business goals

– Producing content that is interesting and engaging

– Promoting content to reach the right audience

– Measuring the impact of thought leadership

Despite these challenges, thought leadership can be a valuable tool for businesses. Businesses can see actual results from their thought leadership efforts by developing a clear strategy, producing high-quality content, and promoting it effectively.

What to avoid in your thought leadership strategy

Five biggest thought leadership pitfalls

Thought leadership can be a powerful way to build your brand and drive business growth. But it’s not without its pitfalls. Here are five of the biggest thought leadership pitfalls to avoid:

1. Don’t be afraid to be controversial

2. Don’t forget to be human

3. Don’t make it all about you

4. Don’t be afraid to be different

5. Don’t forget the basics

How to establish yourself as a thought leader

1. Clarify your area of expertise (and stick to it).

1. Clarify your area of expertise (and stick to it).

2. Write blog posts, articles, or whitepapers that show your expertise.

3. Speak at events or give talks that showcase your knowledge.

4. Get involved in online communities related to your area of expertise.

5. Be active on social media, and make sure your content is share-worthy.

6. Stay up-to-date on the latest news and developments in your field.

7. Offer helpful advice and insights to others.

8. Write a book or create other forms of long-form content.

9. Collaborate with other thought leaders in your field.

10. Keep pushing yourself to learn more and stay ahead of the curve.

2. Step back from your business agenda.

To be a thought leader, you must be comfortable stepping back from your business agenda. This means being willing to talk about topics that may not be directly related to your products or services. It also means being open to different points of view and being ready to change your mind if presented with new information.

3. Keep learning about your industry.

If you want to be a thought leader, you have to keep learning about your industry. This means staying up to date on the latest news, reading relevant books and articles, and attending conferences and events. You can also learn from other thought leaders by following them on social media, reading their blog posts, and watching their videos.

One way to ensure you’re always learning is to set aside time each week to read or listen to something that will teach you something new. You can also join an industry organization or start a study group with colleagues. By continuously learning, you’ll be able to provide valuable insights and perspectives on the latest industry trends.

4. Listen to others.

To become a thought leader, you need to be an expert in your field. However, you also need to be open to listening to others and taking in new information. This will help you gain a different perspective and find new ways to solve problems. Additionally, listening to others will help you build relationships and gain trust.

How to create a thought leadership strategy that drives innovation

Thought leadership aims to share your company’s unique perspective on an issue to shape public opinion and change the conversation. But how do you go about creating thought-provoking content that will get read?

Here are a few tips:

• Keep it focused. Your thought leadership should focus on a specific issue your company is uniquely positioned to address.
• Make it timely. Talk about something that is top of mind for your target audience.
• Be controversial. Don’t be afraid to stand on an issue, even if it means ruffling a few feathers.
• Be authentic. Your thought leadership should reflect your company’s values and point of view.
• Be useful. Provide your audience with information that they can use.

Frequently Asked Questions

What are the necessary components for developing thought leadership through content?

The following are requirements for organizations who want to build a thought leadership content strategy:

Experts and Thought Leaders in Their Fields: The content will be written by experts and thought leaders in their fields. These writers don’t need to be employed by the company, and the work may also be licensed through a publisher.

Consistency: It is highly improbable that a single piece of thought leadership will shift the needle very far. To keep their audiences interested, businesses will need to commit resources to the ongoing production of material of this kind.

Measurement: For businesses to enhance the return on investment (ROI) of their content marketing, they will need to monitor performance and incorporate the lessons they learn into their content strategy moving ahead.

How do you create thought leadership content?

Thought leadership development is possible through various outlets, such as sponsored posts, bylined articles, and web posts.

These articles frequently have an instructional focus or are directed towards alleviating specific aches and pains. They do not endorse any one particular good or service in any way. In addition, organizations have the rare chance to collaborate with industry thought leaders on various issues by licensing content that covers anything from health care to finances.

It is possible to enhance the expertise you already have in-house with that of internationally renowned thought leaders through its application. In addition, some publications, including The New York Times, provide copyright licenses that simplify the process of obtaining copyright authorization.

How do you promote thought leadership content?

Many methods are available to get the information demonstrating your company’s thought leadership out into the world and in front of your new audience.

When evaluating a new business, shoppers typically check for important factors, such as an appealing website, social media profiles, and customer reviews. You should incorporate each of these channels into your content strategy; however, you should also be aware that finding the optimal balance between the many types of information will require a lot of effort.

Companies of all sizes invest a significant amount of time and resources into making their websites as accessible as possible and populating them with information pertinent to their target consumers. This would be an excellent place to start if you have a blog or resource center for the people who read your content.

What constitutes quality content for thought leadership?

Developing high-quality content marketing assets is essential to compelling thought leadership content. An expert in the sector must conduct extensive research and development on the pieces. In addition, for these pieces to be successful, audiences need to be educated, and a connection needs to be made with the target market.

What sets social media marketing apart from content marketing is thought leadership content marketing.

Content marketing and social media marketing are not even close to being comparable to one another. Both thought leadership content marketing and social media marketing have distinct objectives and purposes, but they may mutually support one another within the context of a more comprehensive marketing strategy.

Content marketing based on thought leadership is categorized as a technique, while social media is regarded as a distribution medium. The goal of thought leadership is to educate viewers by drawing on the expertise of professionals in their field.

On the other side, the objective of social media marketing is to get users involved. This might include articles demonstrating thought leadership, but it might also include more engaging components, such as humorous videos or polls.

What sets content demonstrating thought leadership apart from more traditional forms of marketing and advertising?

The goal of publishing content demonstrating thought leadership is to educate readers about a specific subject. It provides solutions to the problems that its target audience is experiencing. Blog articles, electronic books, and online manuals are all possible formats. Traditional advertising typically comprises branded campaigns as well as lead-generation strategies. Thought leadership may be a part of a complete marketing plan in some cases, but this is not always the case.

Who should use thought leadership to their advantage?

In a nutshell, every organization should attempt to utilize thought leadership in some form or another. To acquire the favor of their audience, business owners need to demonstrate that they are knowledgeable in their field. Taking this position within your industry can result in various positive outcomes, including greater brand awareness and higher brand equity.

Who are the most influential thought leaders today?

Thought leaders can take various forms depending on the sector in question; nevertheless, a safe bet is to look for authorities that have a sizable audience and produce content that is consistently praised for its quality.

Perseverance, length of time spent in the sector, originality, and several other qualities can also be essential in a good thought leader.

Why is it essential for B2B companies to have thought leadership?

The primary advantage of material demonstrating thought leadership is that it makes it simple for buyers to find answers to any questions or concerns they might have. They are looking for the direction of a thinking leader. Regarding business transactions, B2B end customers often conduct solution research before purchasing.

Does thought leadership work?

Orbit Media found that ninety percent of business owners said their thought leadership content marketing programs are either “extremely successful” or “moderately successful.”

How to build your thought leadership strategy via your social media presence

Here are eight social media strategies for boosting your thought leadership.

1. Invest in quality content

As part of a thought leadership program, you should regularly publish good, current material.

The internet is plenty of information, but articles that do more than sell a product are scarce. When social media users identify your material and associate you with interesting information and objective counsel, you may affect thought leadership.

2. Know your audience.

Your target audiences may differ, but they certainly want comparable material.

You should know your ideal consumer if you’ve developed your marketing plan. Then, targeting your subjects, focus, and tone to this demographic will increase traffic and outcomes.

3. Network

Although 10,000 Instagram followers won’t necessarily make you an expert, you need a substantial following on each network, or you won’t have enough traffic to generate any impact, no matter how great your content is.

Every firm should improve its content and social media presence simultaneously. Of course, you need followers to enjoy your knowledge, but you’ll get more by sharing fascinating material. Always together.

4. Engage

Thought leaders require their goods, services, and content to speak for them; engaging potential consumers is also critical.

Social media activity indicates to visitors you’re open to engagement and queries. Joining debates, commenting on others’ posts, and adding further info demonstrates your devotion.

Sharing educated, insightful stuff indicates you recognize exceptional subject matter and aren’t too proud to share the spotlight.

5. Diversify your content.

Diversifying your content formats will increase your reach and provide different consumption options to people with varying learning styles.

Second, it shows you’re not a one-trick pony and are devoted to giving the most important information possible.

6. Share original research

People respond to clear, quantifiable data, and offering facts and statistics from your personal or corporate experience, polls, or research may assist in establishing your credibility.

This demonstrates that your organization is competent, cutting-edge, and cares enough to gather, evaluate, and exchange data. In addition, original research shows a company’s commitment to progress.

Sharing verified outcomes from established industry experts demonstrates your passion for knowledge and performance.

7. Build a professional profile

Social networking is no longer a novel idea, and most of your target audience will be familiar with most platforms.

If your company’s online accounts are sloppy or half-hearted, potential consumers will see you as a follower. Professional, informative profiles that explain your firm succinctly while staying informal and approachable deliver the proper message to anybody looking for an article or blog source.

All of this applies to your website, the 21st-century face of the company.

8. Use a soft sales approach

A soft sales approach often distinguishes thought leadership from other market influences used to generate sales.

Today’s consumer mistrust destroys the credibility of an aggressive sales presentation. Most people realize that your purpose is to sell, but you must demonstrate to your audience that helping them comes first.

Why your thought leadership needs a reputation management strategy?

Brand and reputation are tied to thought leadership. You are putting your brand in danger by treating your reputation as an afterthought. A reputation management strategy is needed.

We’ve heard horror tales when critical journalists, angry workers, unfriendly bloggers, or dissatisfied consumers instantly ruin a reputation. Unfortunately, risk management isn’t enough. Thought leaders and businesses with favorable reputations have competitive advantages: they attract more powerful influencers, acquire better talent, and provide more value.

Your reputation is how people see your brand. Because others affect your reputation, you shouldn’t wait for a catastrophe. Instead, a reputation strategy proactively defines how you are seen.

Sounds difficult?

It isn’t. Effective reputation management involves being visible, listening, interacting, and being honest and authentic. The objective is to meet the expectations created by your thought leadership brand image.

Protect and grow your brand with a reputation plan. When building a reputation, consider these three factors.

Proactive PR and messaging across different channels and touchpoints: Tell your tales courageously, emphasize your crucial concept, and promote your thought leadership material widely. Instead of expecting they’ll find you, communicate where they are.

Be consistent with your message and tone on your website, blogs, media, newsletters, multimedia exchanges, conferences, advertising, etc.

Strong social and direct engagement: Two-way interaction is key to proving your brand promise. By entering the conversation, you demonstrate you care and are listening. Be helpful, address difficulties, and convey your vision and ideals.

Encourage consumers or influencers to offer comments and their tales. Meaningful involvement lets people feel like vital players in your tale, so they’re more involved in its success.

Monitor and respond: No one enjoys criticism, but ignoring it won’t help your brand’s reputation. Online interactions provide information and data on what is important to your audiences and stakeholders and the option to address any issues or threats immediately. Create basic practices to ensure you know what people are saying about you and can respond accordingly to boost trust and credibility.

You might offend someone. A proactive strategy for creating a reputation can prevent one consumer from sparking a tidal wave of bad press by inoculating the public with a good picture of your business.

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Listen to the episode with Ashley McManus

About Ashley

Ashley McManus is the Senior Director of Global Marketing for Smart Eye, the global leader in eye-tracking software solutions. With over 10 years of B2B tech marketing experience, Ashley was part of the branding team that led to the successful exit of startup Affectiva for $76.5 million in 2021.

As a speaker at multiple events, conferences, and conventions, Ashley has positioned herself as a thought leader in marketing. She also hosts her podcast, “Affectiva Asks.”

A marketing leader with deep expertise in inbound marketing. She is good at breaking down challenges, developing creative solutions, and driving results quickly and within budget. 

In this episode, she shares her experiences to tell us how we can build a thought leadership strategy that compounds growth over time.

Some topics we discussed include:

• Does creating a new category and thought leadership work together? If so why
• How Ashley defines thought leadership
• Foundational elements of a thought leadership strategy
• Examples of a thought leadership strategy
• The place that original research has in thought leadership
• How to best determine the big ideas and your unique point of view
• How to add customer stories and their voice to the process of building your thought leadership
• How to get your team involved with thought leadership
• The correlation between thought leadership and partnership marketing
• What does successful partnership marketing look like
• and much much more …

Listen to the episode

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Related links and resources

• Check out Smarteye
• Learn more with Daniel Alfon – How to Use LinkedIn for Powerful Business Marketing Results
• Learn from Xenia Muntean – What is a Personal Brand and How to Build a Personal Brand That Drives Growth
• Check out the article – Content Marketing Planning: How to Craft a Proven Yet Winning Content Strategy
• Check out the article – 20+ Powerful Marketing Strategies You Should Copy to Grow Your Company Fast
• Check out the interview with Nicole Santer – How to Create a Thought Leadership Event That Actually Drives Growth
• Check out the interview with Susan Baier – What is Thought Leadership and How to Become a Thought Leader With Original Research
• Listen to my interview with Marti Sanchez – How to Become a Thought Leader That Quickly Boosts Your Company Growth
• Learn from Scott Schilling – 10 Powerful Servant Leadership Characteristics That Really Drives Sustainable Growth
• Listen to my interview with Thomas Kereszti – How to Use The Essential Keys to Leadership Success That Scales Growth
• Learn from Andrew Deutsch – How to Conduct Customer Research That Drives Growth via New Insights

Connect with Ashely

• LinkedIn

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