The last piece of an integrated PESO model program, before you get to measurement, is authority—or thought leadership. If you do all of this work as outlined, it will be inevitable that you’ll build authority for your organization and its executives. But you also have to create some of it on your own.
There isn’t a single piece of content out there about marketing that doesn’t extol the virtues of thought leadership. In fact, it’s so prevalent, thought leadership, itself, has become a word most marketers hate to hear.
Test it out. Tell a marketing friend that you want to be a thought leader and watch his or her eyes roll back into her head.
Even though most hate it, thought leadership is a very important part of a content strategy in today’s business world. But what does that mean? How can it be effective?
Three Steps to Build Thought Leadership Content
The external goal of most business leaders is to make a crap ton of money, but the drumbeat consensus for the internal goal is to change the world. Communicators who understand how to get client buy-in for both the external and internal goals are leading the charge.
The goal is to dazzle them with your smarts, then give them the behind-the-curtain view.
Thought leadership is relatively easy to understand if you follow these three steps:
- Have a clear point-of-view and present a unique perspective on your industry. While it’s good to be objective and present both sides of a story, human beings prefer to “side” with people they agree with and who have similar interests.
- Reach your key audience. Of course, you can’t gain traction if no one knows where to find you. A clear thought leadership approach starts small—it crawls, then walks, then runs, and then flies. When you do that, you’re able to reach your key audience(s).
- Understand what you want the audience to do with the information. When we start work with a new client, we review all of their marketing assets, including websites, newsletters, downloadable content, and social media accounts. From there, we pull out examples of things done really well and things done not so well. You know what is missing from 99.9 percent of those we review? Calls-to-action. This means their audiences have no idea what to do with the information they are given. That’s not good. Your job is to change that.
These are simple enough to understand but, as always, the magic is in the execution.
The Basics of a Thought Leadership Strategy
There are a few basics you need to master to help someone garner respect and recognition with a thought leadership strategy.
- A firm commitment to the long game. Thought leadership isn’t established with one well-written position paper or the presentation at a single industry conference. (And wishful thinking won’t make it so.) As you well know, managing impatience is a big part of what we do and it’s not easy to work with executives who want it all right now. For some reason, they look at what we do as though they don’t ultimately know that overnight success takes 10 years to achieve. You have to be very clear—and continue to communicate—that nothing will change short-term.
- The willingness to share ideas and concepts in a meaningful way. True thought leadership means a level or openness so the audience can see how it might affect them and what kinds of results they’ll have if they work through what the expert is offering. I am reminded of Monica Lewinsky’s TED talk. In it, she says, “The shift begins with something simple, but it’s not easy. We need to return to a long-held value of compassion—compassion and empathy. Online, we have a compassion deficit, an empathy crisis.” Even though she’s not a thought leader for business, you can see how her ideas are shared in a meaningful way that shows people how and what they can do to change the world. Clarity wins. Every time.
- Ability to apply focus to a singular concept. World-changing ideas don’t have to be complicated; rather the best are simply communicated over and over again until mass recognition is achieved. Think about Steve Jobs when considering this: he always got on stage and repeated his key message over and over again until you knew exactly what he wanted you to think.
- Be the go-to resource for others looking to expand ideas in your space. I have a rule: we don’t turn down a single interview opportunity. Ever. For some, that means we are helping out a new podcaster by bringing them a ready-made audience and, for others, it means we’re continuing to build our brand and live the vision of changing the way communicators are perceived. It always makes me shake my head when a client says they don’t want to talk to such-and-such publication because they don’t have a big readership. That is so short-sighted.
The client or executive wins (which means you do, too) when they realize they’re not just in whatever business they are in, but that they’re in the business of defining what their industry will look like 20 years from now.
Next week, we'll take a look at how to create a thought leader, as we finalize bringing together the PESO model.