Thought Leadership is a unique approach to content marketing that focuses on establishing your and your brand as an authority in your industry. While there are similarities between Thought Leadership and Influencer marketing, there are also key differences that set them apart. Below are three essentials for a successful thought leadership strategy that can help you to create a bigger impact while serving your business and your customers.
INTEGRATED: Crossover between Online & IRL
Thought Leaders want their content to turn into sales conversations, which is why they focus on driving their audience to take action outside of any given platform. This sets them apart from Influencers, who tend to keep their audience engaged on platforms to increase ad revenue and sponsorships. However, simply adding a call-to-action at the end of an article or video is unlikely to drive significant conversions.
To be successful, Thought Leaders need to create a planned customer journey that guides prospects towards booking an appointment. This can be achieved by planning a sequence of posts and articles that lead your through a series of problems and solutions, ultimately encouraging them to take action. By creating a crossover between your online efforts and your real-world interactions, you can build stronger relationships with your audience and drive more sales conversations.
SCALABLE: Sustain Your Voice While Sustaining Your Sanity
One of the biggest challenges for Thought Leaders is to maintain their unique approach and communication style as they scale their content marketing efforts. To be successful, you need to have systems in place that allow you to be creative while still giving you time to run your business.
First, you need to capture and sort your ideas using an app that works across all your devices and allows you to easily sort through your ideas with tags or categories. You also need to manage your creation time effectively by blocking off time for drafting, editing, and finalizing your content. Finally, you should automate your content creation and lead capture process to reduce the manual workload.
AUTHENTIC: Protecting the Soul of Your Message
Authenticity is essential for successful Thought Leadership. Your prospects want to connect with your voice, style, perspective, and mission. To be successful, you need to turn inward and create content that reflects your unique voice and perspective.
While it’s important to stay aware of what your competitors are doing, you need to let go of the comparison mindset when it’s time to create your content. Your ideal clients will connect with your work because it resonates with them on a deeper level. By focusing on your authentic voice and mission, you can create content that truly stands out and builds a strong connection with your audience.
By creating an integrated, scalable, and authentic Thought Leadership strategy, you can create a bigger impact in your industry and build a more influential voice. By serving your customers while serving your business, you can create content that truly resonates and drives more sales conversations.