Akin to real estate’s ‘location, location, location’ mantra, thought leadership is all about ‘position, position, position’.
Positioning the client or spokesperson as an expert in their industry.
Positioning an opinion piece with an appropriate newsworthy angle.
Positioning the client and their content with the most appropriate media title.
Thought leadership is a marketing and branding strategy that involves establishing a person as an expert in a particular field or industry. Thought leaders are individuals who are recognised for their expertise, innovation and influence, and produce high-quality, original, and engaging content that drives the conversation in their field.
Thought leadership can take many forms, including publishing articles, speaking at conferences or events, hosting webinars or podcasts, or sharing insights on social media. The goal of thought leadership is to establish a reputation as an authority in the field, and to use that reputation to build a loyal following and drive business success. Thought leadership requires a deep understanding of the field and a commitment to producing high-quality content that engages and educates your audience.
From a public relations perspective, a thought leadership strategy involves a series of planned activities aimed at establishing an individual as a recognised authority. Positioning clients as thought leaders involves pitching insight commentary to the appropriate media, at the right time.
A thought leadership strategy can involve a variety of tactics to position the client as an expert, including:
Establishing clients as thought leaders requires leveraging the media to reach the target audience. The most appropriate media will depend on the audience, as well as the industry. Media engagement helps build trust and make the case for why a client should be presented as an expert in their field offering valuable insights and opinions.
Social Media and Content Marketing
Social media and content shared on blogs allows clients to directly get in front of their audience. Creating a content strategy, understanding key messages and developing insightful regular content to keep audiences engaged is key to the success of social media and content marketing.
Conferences and Events
Seeking speaking engagements for clients at conferences, conventions and networking events is a key part of thought leadership positioning. Instead of the media or online social media audiences, thought leaders are able to share their expertise directly to the audience, with added value derived for the client if the presentation is recorded for online sharing or portfolio development.
Once a client’s thought leadership positioning has been cemented through regular media contributions, published content, and online engagement, media become more proactive in seeking comments from them as they have developed a track record of delivering reliable, insightful, and interesting industry insights. It also provides opportunities for a client for newsjacking – to have an opinion on a newsworthy conversation, and be quoted by the media. Speaking opportunities also become more readily available due to the thought leader’s profile.
Establishing a client as a thought leader is just one of the ways NMG works with clients to achieve their business outcomes. Used together with a wider PR and communications strategy, thought leadership helps establish credibility, increases a client’s profile and leads to spokespersons opportunities.
Industry thought leadership is constantly evolving providing incentive for emerging leaders to engage in thought leadership processes and establish themselves as the new leaders in the industry.
The NMG Team.