What is a thought leadership? In a company, a thought leader begins with an affinity to the brand. By sharing the “thought leadership”, He/she becomes an actor in dialogue, right from the start of the adventure with the consumer. The thought leader allows your company to become a human-faced company with real people, and to communicate with real customers and buyers.
As defined Thought Leadership Lab:
“Thought leaders are the informed opinion leaders and the go-to people in their field of expertise. They are trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success. They create a dedicated group of friends, fans and followers to help them replicate and scale those ideas into sustainable change not just in one company but in an industry, niche or across an entire ecosystem.”
To make this a little more concrete for us, specialists in marketing communications and public relations, can be considered as “thought leader “. They are able to constantly answer the questions on a specific subject that come to the mind of the audience through the marketing content we invest in talent, experience and passion within our business.
How to conduct a “thought leadership” campaign? Following are a list five practical steps:
1. Identifying subjects directly associated with your brand.
Focus on the key points that will attract the attention of your audience when you write your content. “Thought leadership” is a real opportunity to position yourself as an expert. So be sure to conduct sufficient research related to your topic and produce content that no other can present.
2. Show that you know your audience
You will need to develop content and products that meet their main concerns. It is interesting to define the challenges of your customers and to bring the best solutions. The more your content resonates with your audience, the better the chances it will share it.
3. Draw attention of experts in your industry
The best way to attract experts in your industry is to develop content for them. There are many different ways to do this. You can, for example, quote them in your articles, talk about their strategy or even go and question them directly.
To put them forward is to bring them into your sphere of expertise. They will probably feel honoured and may well return you favour. In addition, this will give you the opportunity to attract the attention of their audience on social networks by tagging them when you share the article.
4. Produce premium content
Beyond the blog posts, you will need to create premium content. In other words, content that goes beyond what is available on any other website.
For example, creating and publishing white papers, online seminars, checklists, videos, podcasts and case studies that encourage the user to subscribe to receive content. This will also allow you to get in touch with it and we all know that the value of such a contact is no longer to be demonstrated.
5. Become a guest blogger
Become a guest blogger is not only good for sharing your knowledge, it allows you to enhance your visibility, increase your credibility and generate inbound links.
Who does not want to increase visibility? Your readers will want to read more if you create content that raises questions, has educational value and meets their needs. If you are the guest blogger of a publisher or a company that has a very large audience, you will have the opportunity to exhibit content that might not have caught their attention at first glance. Do not forget to leave a good first impression, as well as a link redirecting to the blog or website of your company.
“Thought leadership takes time (sometimes years); knowledge and expertise in a particular niche; a certain level of commitment and a willingness to buck the status quo or the way things have always been done.” (Thought Leadership Lab)