As an experienced professional, are you struggling to stand out in an increasingly competitive and crowded industry?
The solution is to devise a thought leadership marketing strategy.
Thought leadership marketing has the power to elevate your brand in a way ordinary and box-standard content simply cannot.
If you want to show other professionals that you operate at the very forefront of an industry, you need to position yourself as a thought leader using a content marketing strategy.
It all starts with having a profound level of insight into a particular topic.
What are the big questions facing your industry?
If you have potential answers to these questions, content centered around your opinions and beliefs could provide tremendous value to those in your industry.
Are you intrigued by thought leadership marketing? In this article, we are going to answer the following questions:
- What is thought leadership marketing?
- Why is thought leadership marketing important?
- What is an example of innovative thought leadership?
- How can you create a thought leadership marketing strategy?
- What are some good thought leadership platforms?
- How can podcast episodes be leveraged in your strategy?
Let’s dive right into the core idea of thought leadership.
What is thought leadership marketing?
Thought leadership isn’t a type of marketing, it’s an approach.
It’s a way of being perceived as an authority in a particular industry or discipline.
When you think of an industry or space, who is the first person that pops into your head?
As an example, when we think of social media marketing, Gary Vaynerchuk is the first person to pop into our heads.
Vaynerchuk has become the go-to authority in the world of social media marketing.
The entrepreneur was able to achieve this through consistent thought leadership content – sharing his opinions on a wide range of different issues related to social media marketing.
When someone thinks about your industry, will your face or voice pop into their head?
Conquering an area like social media marketing is an enormous challenge – so why not start by staking your claim in a smaller, more niche area?
Why is thought leadership marketing important?
Thought leadership marketing is all about elevating your brand to new heights.
If you want to dominate an industry or niche, you need to become the authority.
This is about more than just providing your audience with value.
It boils down to offering a unique perspective on a range of topics.
Once the audience sees you as an authority, this will establish confidence and trust – making it easier for you to generate revenue from the audience further down the line.
When it comes to the bigger-picture developments in an industry or space, you want to be the person or company that people turn to for relevant insights.
Think about it like this…
When a major event unfolds in your industry or space, are the news networks going to be calling you up to appear as a guest contributor on their shows?
If you were to appear on one of these shows, to what extent would this positively impact your ability to acquire new customers or clients?
This example clearly illustrates the power of thought leadership marketing.
Thought leadership can also drive growth with existing customers.
According to a LinkedIn research study, 55% of decision-makers said they had increased the business they do with an organization based on their thought leadership.
Similarly, 60% of decision-makers said thought leadership convinced them to buy a product or service they were not previously considering.
What is an example of innovative thought leadership?
For content to rise to the level of thought leadership, it has got to be authentic.
You can only be an authority if you’re actually bringing something new to the table.
In other words, you’re unlikely to find a thought leader spewing the same old talking points.
There are plenty of examples of excellent thought leadership across the internet.
For all things entrepreneurial, Mike Michalowicz is regarded as one of the world’s leading experts.
Michalowicz has firmly established himself as a go-to thought leader in the world of entrepreneurship with the help of his podcast episodes and book series.
What makes this person different from everyone else with a library of podcast episodes and a book series?
Mike Michalowicz offers a unique perspective on a range of issues faced by entrepreneurs.
When entrepreneurs are facing issues with their startups, some of these people listen to Mike Michalowicz’s podcast episodes for guidance.
With so many people talking about entrepreneurship, some may assume that it’s impossible to bring anything new to the table.
Mike Michalowicz has proven just the opposite with his innovative thought leadership – introducing concepts like the Profit First theory to entrepreneurs looking to better manage their business finances.
How can you create a thought leadership marketing strategy?
Creating a thought leadership marketing strategy is remarkably simple.
To craft an effective thought leadership marketing strategy, take the following three steps:
- Make a list of the core questions people in your industry or space are asking.
- Identify opinions and beliefs you hold that go against conventional wisdom.
- Leverage several marketing channels to share this thought leadership content.
This is one of the most straightforward thought leadership strategies you will find.
What are some good thought leadership platforms?
If you want to position yourself as a thought leader, you need to gravitate towards the platforms people in your space congregate around to consume content.
For those operating in B2B markets, the natural go-to platform is LinkedIn.
There’s certainly a lot of LinkedIn thought leadership happening right now.
Everybody consumes content in slightly different ways.
For instance, some people love to listen to podcast episodes, while others prefer to read long-form blog articles.
To engage the widest possible audience, the best thing you can do is distribute your thought leadership content in a variety of formats across multiple platforms.
How can podcast episodes be leveraged in your strategy?
When it comes to having profound and meaningful conversations about your industry or space, podcasting is the perfect medium to facilitate this.
Long-form audio content can provide your audience with enormous amounts of value because it enables you to tackle topics and issues in the level of detail they deserve.
Are you ready to start building an audience with a podcast?
Ben Krueger is the founder of Cashflow Podcasting and he specializes in helping thought leaders entrepreneurs amplify their impact through podcasting. He’s a world traveller, outdoor sports junkie and future enthusiast!