For executives wanting to stand out from like-minded leaders in their respective fields, a robust thought leadership strategy may just be the missing piece of the puzzle. Thought leadership, or the development of content for publication in leading outlets, boosts the executive’s, along with the company’s, presence where it matters most. Thus, a thought leadership strategy helps executives competing for a top spot increase brand awareness, establish credibility and develop a niche voice amid a saturated market. The question is: how can busy, top-level executives build a content pipeline that yields these results? With the right approach to thought leadership, the answer is simple.
Here’s where the strategy component comes into play. With a thorough understanding of the media landscape, knowledge of the ins and outs of a client’s industry and stellar writing skills, PR teams can act as a company’s extension to support transforming executives into thought leaders. Living up to this expectation requires more than an isolated interview with the CEO as preparation. Instead, a research-driven attitude from the outset of the client relationship leads to a comprehensive evaluation of the opportunities available. Once identified, it’s go time. The executives you serve will be content contributors in no time.
UNCOVER WHAT’S ALREADY IN THE NEWS
The first step in planning your thought leadership strategy is to find out what’s already been covered. Since the news is constantly changing, staying up to date on prevalent topics and trends makes all the difference when pitching story ideas to editors. The best thought leaders are those who make meaningful contributions to the conversation, providing expert commentary on timely industry items. To make sure you don’t miss a beat, subscribe to the most relevant publications for your client’s market, track the themes of the stories you read and start thinking about what the executives you work with could say to add value.
Once you hone in on what reporters are writing about, you will be well-positioned to offer your client as a contributor or source, according to their expectations. Without this background knowledge, your efforts will be a shot in the dark and will likely yield little or no results. Another pro tip is to review each publication’s yearly editorial calendar for specific topics the outlet plans to cover. This insight can help inform strategic thought leadership that doesn’t waste the precious time of you or your clients.
IDENTIFY YOUR AUDIENCE
Another question you should keep top of mind when developing a thought leadership strategy for a client is who they want their audience to be. Answering this question involves both detailed research and transparent conversations with the client about their goals as thought leaders. Do they want to attract a local audience, a national or even an international one? Are they focused on getting in front of potential buyers to improve lead generation or is aggregate readership more important? Nailing down a specific target market increases the likelihood of a client achieving their goals, which is a huge win for the whole company.
Understanding the audience you are trying to reach will help direct the outlets you pitch to. Rather than wasting time and energy blasting emails to long media lists, a more tailored approach can lead clients to success faster.
FIND YOUR VOICE
After deciding on an audience, clients should find the niche within the market they’d like to be a thought leader in. The more specific, the better. There is simply too much competition to have a thought leadership plan centered on general topics. For example, in claiming to be a “supply chain expert,” you are one of many. However, positioning yourself as a leading voice in AI advancements within the retail supply chain could lead to recognition for your client as a go-to source on this subject.
It goes without saying, but clients should stick to what they know, with the data and experience to back up their claims. The accurate depiction of who this company is and what it focuses on will be appreciated later when follow-up questions are asked. Although it may take a few brainstorming sessions, predetermining how a client fits into the conversation at large is a crucial step in creating a strong content strategy.
TELL A STORY
When it comes to the actual content of the piece, it’s pivotal that clients have a story to tell. This is not the time to rely on marketing speak or sound promotional; the company’s product or service shouldn’t even be explicitly mentioned. Instead, powerful storytelling should capture the audience and indirectly spark their interest in what the company has to offer. This often comes in the form of describing an issue facing the industry and providing potential solutions.
The byline or blog should consist of a strong opening paragraph, smooth transitions from section to section and hooks such as thoughtful questions and real-world examples or anecdotes to keep readers engaged. Depending on the intended audience, the language used is also typically scaled back from high-level to a more comprehensive tone for all readers. Ultimately, a good story helps readers form mental and emotional connections to the content, increasing their chances of engaging with the brand in some shape, form or fashion.
Making the content more palatable, storytelling provides a subtle way for companies to promote themselves. Meanwhile, these thought leadership articles strengthen the executive’s presence in the media. When readers can understand a topic and relate to it through a compelling story, executives have an additional way to reach their target market, and deliver the content they need to move them closer to achieving their business goals. On top of that, many relationships can be established and developed based on shared interest in content.
ACHIEVE TANGIBLE RESULTS
The results of a thought leadership strategy aren’t nebulous. Watching readership soar, dominating share of voice against competitors in the field and increasing conversion rates can all be outcomes of a content development plan that puts your leaders at the forefront of their respective industries. Need additional proof this method is working? Utilizing a media monitoring tool can assist in tracking results each month and can prove the value of effective thought leadership.
For companies that have implemented content development into their PR and marketing campaigns, the results tend to have ripple effects. Thus, the payoff keeps them coming back for more. As the content starts to roll out, executives will be transformed into prominent thought leaders with trusted insights. If you’re interested in learning more, tell us about your thought leadership goals today.
