Thought leadership is not about boasting or bragging, rather it is about sharing informed insights to hopefully inspire people. Thought leaders are not afraid to propose new ideas, new models or different views on a topic.
Thought leadership when done correctly can help further a person’s career or a business. Being a thought leader should mean becoming a trusted source of information on your chosen topics by delivering the answers to the biggest questions on the minds of the audience seeking enlightenment or education.
So here are a few tips on using content marketing as a launch pad in thought leadership for you, your business or even the team you mentor.
Thought leaders speak and present
They speak to educate not to sell. Thought leaders seek out opportunities to present as to impart their insights from research or experience. They rise to the challenge of delivering opinions so to drive debate on topics. Thought leaders advance the adoption of ideas by speaking on commercially relevant, and research backed points of view. They are dreamers and doers; they talk about “blue sky strategy” from their own research or from research gathered through clients, customers or competitors. They rarely speak about product, brand sponsored white papers or rehashed content that copy ideas already well discussed.
Give time freely with no expectation can propel someone into thought leadership and general awareness. A good lesson here is to accept non-paid speaking engagements if it puts you in front of an audience that facilitates dialog and exchange of opinions. Regardless of the event, the audience or the setting, a thought leader will always deliver meaningful content.
Thought leaders write and share
Thanks to social media and the access to content marketing channels, a constant flow of well researched articles which you have written will keep you visibility high and credibility in-tact. Thought leadership is not about writing a few 600 word articles and then retiring your pen, in a digital world people will soon forget you. A constant stream of articles shared across social networks and forums tells people that the author is a thought leader year worth following on a continuous basis.
Articles need to be a minimum of 800 words although most research based articles can be 1500 words plus. Longer, deeper articles demonstrate the time taken to craft the story, to prove research undertaken and ensure reference points are covered in detail.
Once an article is written, the article needs to be published. For whitepapers and heavy research based articles, a good starting point is a professional or membership based organisation to which you belong that publish articles. Explore trade publications that cover your industry or topic. Also submit articles to local newspapers, on-line news, on-line interest groups and publications.
Consider sites like BizSugar, LinkedIn Pulse, Academia, and inc.com, Forbes or Harvard Business. Make sure to also publish to your own social networks to reach more people and improve your profile in visibility. A few options include publishing to your own website, your blog, and post on your LinkedIn profile or to groups, publish to Tumblr, Google+ or Medium.com, send out an email with article link to clients and connections. Send out a message regarding your article on Twitter, Facebook and relevant forums you feel would benefit from reading the article.
Thought leaders publish research
Research does not have to mean focus groups or an academic background, it has more to do with , homework on the topic you are going to write about. Write about topics you have expertise in, deep knowledge and first-hand experience in. Focus on writing great content with supporting information that will make you stand out from your competitors by giving more than just a bunch of research jargon or results.
Articles should be interspersed with references, quotes, trends, external research, supporting documentation or forecasts. Though leaders will use the research element within an article to gain the readers trust when sharing ideas, creative thinking or a different view on a topic. Some research and support ideas include interviewing experts in the field you are writing about, conduct surveys, share real stories about your own experiences, tap into social media channels to gather opinions or ask someone in authority to write a footnote.
A mistake to avoid if never publish in a hurry. Save a draft, let it cool and with fresh eyes review it yourself, rewrite sections where it does not make sense, spell check it and then depending on the level of “news” within the article you could share it first among friends, work colleagues or a mentor to check for errors and give you honest feedback.
The vision of every thought leader is to be in the spotlight. The knowledge you share can bring about business opportunities, social influence, a better job, an award or an accolade, acknowledgement from your industry or a mention in a newspaper that engages your audience to rally behind the topic you have been championing. A constant presence on the speak, write, research channels can lead to an invitations, doors being opened and new ventures that never possible before, including the chance to mentor and encourage other people to become thought leaders themselves.
For lots of thought leaders it is a very personal journey, a deeper reason around, why am I here, what is the meaning to my work, what would I like to leave behind? As the articles get published, the influence will grow and the exposure to inspiring people will be the most rewarding. As a thought leader, regardless of the topic or reach of your publications, you will leave a lasting legacy for yourself, other people, a bright young business brain or even an industry.