A Primer on Marketing for Thought Leadership: How to Achieving Thought Leadership in 2022

A Primer on Marketing for Thought Leadership: How to Achieving Thought Leadership in 2022

A Primer on Marketing for Thought Leadership: How to Achieving Thought Leadership in 2022

There are many strategies you can use to establish your brand. You can promote your consulting business on social media. Perhaps you are a winning coach in your email strategy. But I want to talk to you about one strategy that combines all of these things into one big hit: Thought Marketing and Leadership.

First, we’ll talk about what leadership thought is and why you should care about it. Next, we’ll look at several tactics that will help your thought leadership marketing strategy.

What is thought leadership?

Thought leadership is a term that has been around for nearly 30 years. Describes a person who has a deep understanding of their industry and their customers. This translates into original ideas, new insights, and valuable perspectives. Because of this expertise, peers, clients, and other industry experts all chime in whenever a thought leader speaks, engages on social media, or communicates in another forum.

But this is Not A title that you can just put on your LinkedIn profile and finish it. You have to earn it. And wait until someone else identifies you as a thought leader – it means a lot that way!

Don’t expect to become a thought leader in a couple of months. This is a powerful title that can take time to cultivate.

Now, this can be tricky, but don’t let these details intimidate you. You don’t have to be the founder of a multi-billion dollar company to become a thought leader.

And it might not be as far away as you think.

If you are a coach, consultant, or other small business owner, you are already using your knowledge and experience on a daily basis. You’ve become the person your customers turn to for answers. Thought leadership is simply expanding that circle of influence. As long as you have the time to invest in developing your personal brand and connecting with others, leadership thought is within your reach.

Why should you care about it?

The answer is simple: because it has value.

The value of thought leadership lies in the competitive advantage it gives you. Thought leadership puts you front and center in your customer’s mind, generates more sales leads, and gives you the extra power you need to close deals.

Unconvinced? Check out two stats about thought leadership

And in the same Edelman-LinkedIn study, only 17% of participants said the thought leadership content they consumed was very good or excellent.

What does this mean for you?

While people search for thought leadership content, many do not find the level of thought leadership they want.

This is where you come in.

People are hungry for thought leadership in marketing and other industries – they want to learn from and follow someone. So how do you put together a consulting, training, or other small business to meet this demand? Let’s discuss some of the thought leadership marketing tactics that will get you there.

Thought Leadership Marketing Tactics You Can Start Using Today

1. Highlight your personal brand

Your personal brand is made up of many moving parts – how you dress, how you speak and write, your personality, your education and background, and much more.

But your personal brand should revolve around one central quality: authenticity.

be yourself. Don’t try to imitate what others are doing in content or on social media. Take a closer look at yourself and determine what your values ​​are, how you want to connect with your audience, and how you want others to see you.

Personal branding can take many forms. But at the end of the day, the more honest you are with yourself, the more your audience will feel and trust you.

2. Create content around a central topic

Content is an essential building block of thought leadership. After all, it’s a great way to provide evidence of your thought leadership and attract others to your expertise.

This content can come in many forms. You can blog, create videos, record a podcast, or choose another content format that you think your audience will consume.

Whatever format you choose, build it around a central theme. Choose something you are passionate about, know well, and are equipped to handle. This will help ensure that your content is engaging and stands out.

Later, you can expand to other topics. But start small at first. This will focus your audience’s attention on you.

3. Distribute your content

Once the content has been created, it’s time to display it in front of the right eye.

Social media is often the first line of communication with your audience. Even post your content there. It could be a blog post, a link to your latest video, or an announcement that your podcast is going live. Don’t forget to include hashtags, which can help people find your content naturally.

You can also post your content to industry-related groups on social media that you think you will appreciate.

To get an in-depth piece of content specifically, you might consider paying to promote that content to reach people outside of your immediate audience.

Aside from social media, there are many other ways in which you can distribute your content. For example, you can…

  • Include it as part of your email newsletter.
  • Add it to your email signature.
  • Submit it to an industry trade publication or website.

Whatever your approach, distribution should be part of your overall thought leadership strategy.

4. Make connections

A leader needs followers. To get followers, you will need to start interacting with people outside your company.

Use industry events to meet and chat with people. If you are a speaker at an event, it gives you a greater chance of networking. At the end of your talk, you can invite people to follow you on social media and ask any questions they have about your speech there. When people reach out via social media with comments and questions, be warm, friendly, and engaging. You never know what effect even one follower can have on your strategy.

Social media in itself is another great place to connect with people. Join groups on Facebook and LinkedIn to participate in industry conversations. The more people who see your name and the experience behind it, the greater the chance that they will follow you back.

All of this helps you grow a loyal audience that will enhance your thought leadership strategy.

5. Take it slow and steady

Finally, remember that respect and trust are not earned overnight.

You can’t post your message on your blog and social media for a week and expect results. Thought leadership is the result of consistent quality over a long period of time.

So prepare yourself for the long-term action.

A content assessment can be a great way to stay focused on your thought leadership goals. Plan what content you want to create and how you will distribute it. Make it part of your regular workload – not something extra that can be pushed aside.

Being there day in and day out, creating content and interacting with your audience, is the essence of thought leadership.

Final Thoughts on Thought Leadership and Marketing

As we’ve discussed, thought leadership requires action. But it’s a strategy worth every penny when you finally get there.

Don’t let hard work scare you from investing in yourself that will last for years, or even decades, to come.

I hope these tactics help you chart your own strategy and begin your own journey toward thought leadership.

Photo by Alexander Mills on Unsplash


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