How to Utilize Thought Leadership to Gain Visibility & Credibility for your Business
What does it mean to be a thought leader and why does it matter?
In a strict sense, a thought leader is defined as an expert on a particular subject whose ideas and opinions influence others. But when you zoom out, being a thought leader in your field is really about visibility that leads to credibility and profitability from being recognized as the go-to expert in your industry.
Becoming a thought leader – as an individual or as a company – is about three things: having a point of view, creating momentum and leveraging the results to stay on the radar of your clients, prospects and referral sources. It is also a great way to set yourself apart from the competition using content and messaging that you can control. If you think you or your business may be ready to wade into the world of thought leadership, here are four ways you can begin creating that positive momentum right away:
LinkedIn: Put simply, LinkedIn is a living, breathing, modern Rolodex. According to the latest data, LinkedIn has over 575+ million users, with more than 260 million monthly active users – 40% of whom access it on a daily basis. By creating a steady drumbeat of posts on LinkedIn, you, your leadership team and your business can be on the radar of clients and referral sources regularly with industry-relevant news.
The most straightforward way to do this is simply to gather content from the news sources you are already reading and share it at regular intervals throughout the week. While there are loads of articles on timing and frequency of posts, it is best to find a cadence that works for you and stick to it, whether you post daily or 2-3 times a week.
The key to creating great LinkedIn content is about adding a point of view. Why did you select this article? How does it add to the conversation around a particular topic? What did the author miss, or how did they get it right? Use this as an opportunity to showcase your expertise by telling your audience what you think is most important to know.
Having a content mix that includes curated content with a strong “why” and point of view is one content bucket. Other post fodder can include company news, webinars or events you are hosting or attending, personal or philanthropic passions that connect to your professional profile and more.
Bylined Articles: Content is king and media outlets need quality content from reliable sources. When you or your company are associated with respected and relevant publications through the contribution of quality content, your brand equity as a thought leader grows. Bylined articles are an excellent format to provide insights and to showcase your innovation and unique point of view, and allow you to dig deeper on the topics of most importance to your clients and referral sources while controlling the entire message.
When drafting a byline article there must be key takeaways or insights that showcase your depth of experience and knowledge in your field, but that are also of service to the reader. It is a good idea to draft your article with a specific end audience or media outlet in mind and to be aware of contributor guidelines (length, tone, submission process, etc.) before sitting down to write.
Press Interviews: Within your industry, there are probably a handful of media publications or specific writers that you read regularly to keep up to date on the latest news. One easy way to begin generating quotes in the press is to reach out to these journalists about a trending topic – or a story idea – to let them know you can be a resource for future articles. Be sure to keep it short and include links to your website, bio and LinkedIn page. If you are not sure where to begin, sign up for HARO (Help-A-Reporter-Out) to receive daily queries from reporters looking for experts in your field on specific story topics.
Once you get an interview request, there are a few important things to keep in mind when speaking with the press: First, everything is on the record. If you make an off-the-cuff comment, a bad joke or a negative remark, it could be included in the story. Second, be clear and succinct in your answers and avoid technical jargon, even if you are speaking with an industry reporter. By approaching each question as an opportunity to educate and be of service to the journalist, you will be more likely to be called back to comment on future stories.
Newsletters: Congratulations, you now have a growing cache of thought leadership content! Now what? According to The New York Times, a compelling newsletter is increasingly becoming the most effective way to engage with clients and prospects in a meaningful way. It is also another touchpoint for you to showcase your growing visibility and credibility with your network. Platforms such as Constant Contact and Mailchimp make creating a legally compliant and polished looking newsletter easy and intuitive, but here too, there are some important content guidelines to follow for success:
A newsletter is the perfect channel to recycle your thought leadership “wins” to ensure they reach the widest audience possible, but it’s critical to create new original content that can only be read here. This can be in the form of an opening letter detailing new changes to your industry, information about a growing service area in your company, an “editorial” on recent changes to the law that might impact your field, or even a selection of curated articles on a particular issue that is of importance to your readers. While a newsletter is the most appropriate thought leadership platform to highlight company-centric news and successes, the most effective ones continue to provide a unique point of view or selection of content that cannot be replicated elsewhere. It must be of value to the reader or you will lose out on subscribers and engagement.
Building an impactful thought leadership platform is a long-game endeavor, but the dividends can be huge. In addition to setting yourself apart from the competition, you also have the opportunity to control the message and showcase your legal knowledge on a regular basis and stay on the radar of client, prospects and referral sources that will help grow your business. Take the first step today.