Q1: Thought leadership has become a must-include component of most brand’s PR and brand-building efforts. But what exactly IS thought leadership?
Thought leadership is how your brand stands out from the competition—through content creation.
A1: Broken down to it’s most basic view, thought leadership is a way for brands and people to stand out. Thought leadership isn’t spouting your opinion or sharing a piece of content, it’s building relationships, credibility and trust.#ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
I like that, “your own brand new recipe”. Authenticity and uniqueness are definitely part of the equation. #contentchat https://t.co/c0ncQFSXsX
— Jennifer Donovan (@jendonovansf) March 19, 2018
A1: The foundation of modern thought leadership = “brands expressing opinions to build affinity and persuasion.” ~ @matzucker #contentchat
— Shelly Lucas (@pisarose) March 19, 2018
Thought leadership’s ultimate goal is to become a known expert in an area of expertise.
A1: The ultimate goal with thought leadership is to become the go-to authority on a particular topic based on expertise and having built a level of trust. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A1: Being an expert in one or more topics/industries. It’s like making your own brand new recipe rather than trying to perfect someone else’s. – @jesseghiorzi #ContentChat
— CHARGE (@CHARGEgoforward) March 19, 2018
A1: Thought leadership is using content creation and placement to take a subject matter expert with a unique perspective and turn them into a recognized, valued industry resource. #ContentChat https://t.co/mwiSkKxA6O
— Erika Heald | Marketing Consultant (@SFerika) March 19, 2018
Thought leadership is about what you can do for your audience, not what you get FROM the audience.
A1: Thought leadership is having your own, educated ideas that you can share with others in a way that provides them insight & value. It’s what you have to offer others, not what you can gain. #contentchat
— Caitlin Kinser (@caitlinmarie89) March 19, 2018
“Thought leadership isn’t spouting your opinion or sharing a piece of content.”
This. It’s very different from fame. Thought leaders aim to serve their audiences. Popularity is merely a side effect. #contentchat pic.twitter.com/na1OTqWoYi
— Linden (@GoLinden) March 19, 2018
A1 Thought leadership is the delivery of your industry expertise intended to benefit decision-makers. It’s free and stands above your organization’s specific products and/or services. #contentchat
— Bill Skowronski (@BillSkowronski) March 19, 2018
Thought leadership is bringing your unique point of view and expertise and using them to drive industry conversations.
A1: You mean besides “an overused buzzword”? 😉
I consider thought leadership to be bringing your unique perspective to a topic in which you have expertise or authority. #contentchat https://t.co/bXSqQANPUH
— Monica Norton (@monicalnorton) March 19, 2018
A1: A thought leader is someone who is an expert or at least very knowledgeable about a subject who can inspire conversations, change or improvements based about the nuggets of information and wisdom they share. #ContentChat
— Bria Charlei Baylor (@Impact_Write) March 19, 2018
A1 Thought leadership is one of areas that makes me shudder. Thought leaders are suppose to be the authorities and experts on topics. I shudder because too many folks are called thought leaders, when they’re just experienced, prolific or well-versed. #ContentChat
— Shannon Mouton Gray (@ShannonRenee) March 19, 2018
Q2: How can I evaluate if developing a thought leadership program is a good fit for my brand and leadership team?
First, make sure you have the time to commit to thought leadership on an ongoing basis.
A2: Before you can evaluate if developing a thought leadership program is a good fit for your brand or leadership team, you need to take a step back and remember thought leadership strategy takes time and thoughtful planning to develop. Do you have that time? #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
Are you delivering an exceptional product/service and customer experience? You need to have these basics in order before focusing on thought leadership.
A2: Companies and leadership teams need to build credibility first through a solid product, satisfied customers, maybe a partnership or two, funding, etc. With those fundamentals in place, you can start to build a thought leadership program. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
Make sure you have a unique point of view you are willing to share over the long term. Do you have an appetite for risk?
A2: Some companies jump in to a thought leadership program too quickly and think because they have a cool new product or service, they must be a thought leader and people should listen. Well, thought leadership is a marathon not a sprint. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A2: Find out if your leadership wants to put itself out there with bold ideas that challenge current thinking. If they’re comfortable taking the risk, go for it. – @jesseghiorzi #ContentChat pic.twitter.com/FxVaORDkPj
— CHARGE (@CHARGEgoforward) March 19, 2018
A1: “Most ‘thought leadership’ fails at the latter by omitting the former.” ~ @dougkessler @velocitytweets #contentchat
— Shelly Lucas (@pisarose) March 19, 2018
A2 Brands that can use thought leadership programs have to be ready for the long game. Thought leadership doesn’t happen overnight and it constantly requires reinforcement. You can be thought leader today and a nobody tomorrow. #ContentChat
— Shannon Mouton Gray (@ShannonRenee) March 19, 2018
A2 Consider whether or not you have a truly differentiated point of view and/or experience. Thought leadership often reveals industry trends and ideally drives demand. #contentchat
— Bill Skowronski (@BillSkowronski) March 19, 2018
A2: When considering thought leadership it’s important to be honest about whether or not you (your company) have the necessary expertise to actually offer new insights or data in your industry. #contentchat
— Angela Leavitt (@MojoMktg) March 19, 2018
If your goal is to develop raving fan customer relationships, thought leadership can be a great tool for getting there.
A2a: For most, it IS a good fit, and increasingly, a requirement to remain competitive. Customers want to know what the people behind your brand stand for. #ContentChat https://t.co/tPmGqo6qHH
— Monica Norton (@monicalnorton) March 19, 2018
A2b: Thought leadership is NOT a good fit for an organization that intends to use it to promote content that is a thinly veiled sales pitch. #contentchat
— Monica Norton (@monicalnorton) March 19, 2018
Here are two great summaries of the questions you need to ask to evaluate your leadership team’s readiness for thought leadership:
A2: Are your executives/leaders positioned to be thought leaders?
🔸 Do they have the necessary experience?
🔸 Do they have original and creative ideas they are willing to share?
🔸 Are they clear communicators?
🔸 Can your target audience relate to them? #ContentChat— Caitlin Kinser (@caitlinmarie89) March 19, 2018
A2: Assess your thinking. Is it innovative? Does it often spark conversation or others’ desire to collaborate w/ you? Do you have fluid thinking or can you frequently craft new ideas?
If any of those are true, it could be a start of a great addition to your brand.#ContentChat
— Bria Charlei Baylor (@Impact_Write) March 19, 2018
Q3: What are some examples of strong brand thought leadership programs?
A3: A few examples of companies with solid thought leadership programs that come to mind are @Hootsuite, @Hubspot, @Patagonia and @REI. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A3: I think the company I work for @ACSMNews has great thought leadership–our members are experts in their fields of study and we help to promote their research and publications. #contentchat
— Caitlin Kinser (@caitlinmarie89) March 19, 2018
A3: In the marketing realm: Among others, @BuzzSumo and @LinkedIn (for B2B) have done a good job with supplying new insights via original research. #contentchat
— Angela Leavitt (@MojoMktg) March 19, 2018
A3: Everything @elonmusk touches. – @jesseghiorzi #ContentChat
— CHARGE (@CHARGEgoforward) March 19, 2018
A3: @profgalloway‘s irreverant videos for @L2_Digital (e.g., “Winners and Losers”) = an excellent thought leadership program. Authentic, credible, contrarian, unique. #ContentChat
— Shelly Lucas (@pisarose) March 19, 2018
A3: I always think of @Apple, they consistently push the industry forward (despite complaints) and are never behind on new technology, despite how silly it might seem at the time. From their website design to their reveal in the fall, they’re always pushing forward. #ContentChat
— Terrell Chestnutt (@trchestnutt) March 19, 2018
Here’s what these thought leader brands have in common.
A3: I look for brands that don’t self-promote but show their value to audiences in creative ways. Nobody wants to be sold to, but most people want to be entertained and educated. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
Q4: I know thought leadership is a good fit for our brand—but how do I get the leadership team onboard to participate?
Understand what motivates the executive team and show how thought leadership can deliver in that area.
A4: It’s important to connect thought leadership to a program that resonates with executives – maybe they understand the cause and effect of advertising or sales. Understand what motivates them, and start from that perspective. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A4: Show the leadership team how thought leadership equals awareness, visibility, competitive differentiation, recruiting, lead generation and customer nurturing. And numbers always speak volumes. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
Start with a small pilot and track + share results.
A4: Start small – owned content, make a few pitches to local media or niche websites/blogs. See how it lands. Give your leadership reps and confidence before jumping to bigger opportunities. – @jesseghiorzi #ContentChat
— CHARGE (@CHARGEgoforward) March 19, 2018
A4: Demonstrate ROI in some way, whether by starting small with one campaign or even one article, or by showing what a competitor is already doing. #contentchat
— Angela Leavitt (@MojoMktg) March 19, 2018
Not every executive is a good fit for thought leadership. Make sure you’re talking to—and working with—the right people on your team.
A4a: “Thought leaders” must be *personally* passionate about:
– sharing their unique ideas
– posting & sharing content
– and (perhaps most importantly) engaging in conversation with the community#ContentChat https://t.co/NgQ3YU01Kx— Monica Norton (@monicalnorton) March 19, 2018
A4b: Look beyond the c-suite for thought leaders… often the most knowledgeable, passionate, and engaged people are team leads, product managers, etc. #ContentChat
— Monica Norton (@monicalnorton) March 19, 2018
I’m so glad someone else said this! Your team is a great resource… finding out what they know and helping them share it is a great way to get real “thought leadership” out there. It also says a good bit about your organization your belief in your people! #ContentChat https://t.co/lpXg3UmAEU
— Derek Pillie (@dpillie) March 19, 2018
Q5: What are the key elements of a thought leadership program?
Your thought leadership program must include:
A5: Key elements to a thought leadership program include a dedicated team, committed executives, a strong point of view, and a willingness to be a bit provocative. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A5: I read recently “consistency breeds dependability.” Individuals building a thought leadership platform need to be accessible, generous with time and insight, and develop content fairly consistently so audiences look forward to their next communication. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A5: Originality, authenticity, uniqueness and a measured amount of risk. – @jesseghiorzi #ContentChat
— CHARGE (@CHARGEgoforward) March 19, 2018
A5: Authenticity, a compelling story or idea, and finding the right delivery system for the content are key. #ContentChat
— Terrell Chestnutt (@trchestnutt) March 19, 2018
A5: Keys to thought leadership programs:
🔑 Clear and concise communication
🔑 Determined value to your target audience
🔑 Authenticity#ContentChat— Caitlin Kinser (@caitlinmarie89) March 19, 2018
A5 Thought leadership program elements:
1) innovative ideas
2) experts to convey the ideas
3) supportive team to get the messages out
4) time, patience and tenacity#ContentChat— Shannon Mouton Gray (@ShannonRenee) March 19, 2018
A5: You have to be willing to communicate your *original* thoughts. Too many brands have great ideas internally, but then fail in execution from fear of being too off the wall or controversial. #contentchat
— Dominic Garcia (@dominicgarcia) March 19, 2018
A5: A good thought leadership program provides new insights (that the company is itself acting on) & empowers others to take action on the new ideas themselves. #ContentChat
— Shelly Lucas (@pisarose) March 19, 2018
Q6: What are some common issues content marketers and other comms professionals run into when launching a thought leadership program?
Thought leadership takes time and planning.
A6: One of the biggest challenges I’ve faced with launching thought leadership programs is when execs lose interest or don’t take the time needed. You can also come to realize that a company is too early in various ways to build a strong platform. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A6: Planning, planning, planning. Things like blogs are hard to maintain, and you’ve gotta work consistently and ahead of time. Make a reasonable plan, execute the plan, and have an end date/reasonable pace. #contentchat
— Terrell Chestnutt (@trchestnutt) March 19, 2018
A6 Issues when launching a thought leadership program
1) trained and willing messenger(s)
2) multiple, related and evolving messages (no one likes a 1-trick pony)
3) lack of long-term commitment and short of resources
4) patience and tenacity
#ContentChat— Shannon Mouton Gray (@ShannonRenee) March 19, 2018
Thought leaders need to put their personality and their personal experiences into the mix.
A6: Participants must act human to have a successful thought leadership program. Remember, people connect with people, so share your stories, challenges and idiosyncrasies. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
Thought leaders need to be passionate about and willing to defend their unique ideas.
A6: Being late on an idea or worse, being lukewarm on one. Have conviction, commit to something and be comfortable taking chances. – @jesseghiorzi #ContentChat
— CHARGE (@CHARGEgoforward) March 19, 2018
A6: A lot of the time the content and/or it’s approach isn’t actually unique or original. I’m really tired of people trying to be @garyvee. What works for someone else makes them unique–you have to find what works for your brand. #ContentChat
— Caitlin Kinser (@caitlinmarie89) March 19, 2018
Thought leadership isn’t about selling your product.
A6: Don’t try to sell — instead focus on being helpful and meaningful to your audience. Otherwise you risk sounding self-serving. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A6: The typical problem is that the focus is solely on the company’s message & product/service and not on contributing to the dialogue around topics the audience cares about. #audiencefirst #contentchat
— Monica Norton (@monicalnorton) March 19, 2018
Q7: What are some under-used platforms or channels for developing an executive’s thought leadership profile?
LinkedIn is still under-used for thought leadership.
A7: LinkedIn for sure! I can’t tell you the number of times I find out an executive is on LinkedIn but has no picture, no details on their most recent roles, a title that doesn’t make sense to anyone outside their company, etc. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A7: People are not taking advantage of LinkedIn in so many ways — they could be sharing their company’s posts, commenting on connection’s posts, writing short blog posts, joining groups —all things that support a thought leadership effort. #ContentChat
— Jennifer Donovan (@jendonovansf) March 19, 2018
A7: Everyone wants a blog or their own podcast, but it can be as simple as drafting well-written notes on LinkedIn. Start small on a platform where your leadership is comfortable and expand from there. #contentchat
— Caitlin Kinser (@caitlinmarie89) March 19, 2018
A7: I would definitely say @Medium or @LinkedIn . As for the latter, @MbaCaribbeanOrg has done an amazing job using LinkedIn for her thought leadership. Wow! #ContentChat https://t.co/bzq6LAtPF2
— Bria Charlei Baylor (@Impact_Write) March 19, 2018
Local in-person meetups and events are a great place to start.
A7: Real life. Try speaking at Kiwanis clubs or networking meetings. Get comfortable with your ideas and create a track record in that area. Don’t be afraid to squat on a take, in the words of @BarstoolBigCat and @PFTCommenter. – @jesseghiorzi #ContentChat pic.twitter.com/YWTGgOTe11
— CHARGE (@CHARGEgoforward) March 19, 2018
Medium can be a good place to start building an audience.
A7: I think you can find a platform that fits with the type of content you plan on creating, but cross-promoting where you’re already being followed is sometimes more helpful. I always enjoy and use @Medium as a long-form writing platform #contentchat
— Terrell Chestnutt (@trchestnutt) March 19, 2018
A7: LinkedIn for sure, but it depends on your industry, target audience, B2B vs B2C etc.
For instance, @Medium is a platform where strong writing shines, but not if your industry isn’t on there. #contentchat
— Angela Leavitt (@MojoMktg) March 19, 2018
A7: @Medium is a great platform to build your profile as a thought leader. If you are looking to go more audio, @podomatic is another platform to use to build your brand #ContentChat
— SRB Communications (@SRBComm) March 19, 2018
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