Companies trying to reach current and potential customers often rely on thought leaders to cut through the clutter and add value with insights no one else can match.
Thought leaders can positively affect awareness and lead generation without directly or implicitly promoting products and services. One study showed 55% of decision makers viewed thought leadership as a way to vet companies, and nearly half of C-suite executives have shared their contact information after consuming thought leadership content.
But it’s not easy to execute a successful thought leadership campaign, especially in the age of social media saturation. Here are a few reasons why your thought leadership plan might not be working:
1. You don’t have a POV.
Thought leaders with a distinct perspective can influence industry trends and inspire innovation. A strong POV will set you apart from others in your field. Don’t be afraid to take a stand on potentially controversial issues, as this will build credibility and trust with your audience. A compelling POV will also captivate your audience into engagement, sparking debates and further exploration, which can lead to a more involved and active community.
One caveat: Make sure that your POV aligns with your brand values and strategy. It may seem obvious, but your thought leadership plan should reinforce the brand mission and vision to help create a cohesive and powerful brand identity that resonates with stakeholders.
2. You’re too slow for the media cycle.
If one of your thought leadership goals is to grab media attention, be aware that news cycles move incredibly fast—in hours, not days. By associating your thought leadership plan with trending topics, known as newsjacking, you increase the likelihood of your content being shared and viewed. This can significantly boost your visibility and reach across different platforms, including social media, blogs and news outlets.
To use the news cycle to your advantage, you must stay updated with the latest news and trends in your industry and beyond. Use tools like Google Alerts, social media and news websites to keep track. As soon as relevant news breaks, quickly develop and publish your content to capitalize on the buzz, ensuring your content provides valuable insights or perspectives that are not just regurgitations of the news. Offer expert analysis, unique angles or actionable advice. Newsjacking efforts should be consistent with your overall thought leadership plan, strategy and brand messaging.
3. You’re being overly promotional.
Authenticity is crucial for building a loyal audience. When your thought leadership content is too promotional, it can seem insincere, as if you are more interested in selling your products or services than in providing real value. Authentic, value-driven content resonates more with readers and builds a stronger connection.
Thought leadership should showcase your expertise and thought process, demonstrating your ability to think critically about industry issues and trends. This positions you as an authority and go-to resource, which can naturally lead to business opportunities without the need for direct promotion.
Always keep in mind that content that is educational, informative or thought-provoking is more likely to be shared and discussed by your audience. Promotional content, on the other hand, is less likely to be shared, which limits its reach and impact.
4. You’re not media trained.
Media training provides insights from the experts on what journalists and media outlets need to foster better relationships and increase the likelihood of favorable coverage. When you have a chance to talk to journalists, make it count. Engaging media appearances can enhance audience engagement and extend the reach of thought leadership content. Review your key messages before each interview to avoid common communication mistakes that can lead to misunderstandings or negative publicity.
Media training will also help ensure that you know the nuances of each media platform and how best to accommodate them. For example, it’s important to be able to speak in powerful, succinct soundbites for live broadcast interviews, while you’ll often have the opportunity to go more in-depth with print and online reporters.
Media training is not a one-time event but an ongoing process that continually enhances communication skills over time. It also maximizes opportunities as you can proactively seek media opportunities, knowing you or your team can handle them effectively.
5. You’re not using an integrated approach.
Focusing on one channel or tactic limits your ability to become a well-known thought leader. An integrated strategy ensures that all your communications—whether they are blog posts, social media updates or media interviews—deliver a consistent message. This helps reinforce your brand’s key messages and values.
By integrating various channels and types of content into your thought leadership plan, you also widen your reach, as we know different audiences engage with different channels. This builds a strong foundation for long-term success by continuously engaging and growing your audience, reaching them where they are in a consistent basis.
In today’s competitive landscape, establishing a robust thought leadership strategy is not just beneficial—it’s essential for positioning yourself as a trusted authority in your industry. Take the first step towards elevating your brand’s influence and credibility by implementing a comprehensive thought leadership plan today.
We’re here to help you get started. Connect with us to kick your thought leadership strategy in full gear.
