When journalists need a quote for an article, it is unlikely that they look for the unreliable source over the credible or the fraud rather than the authentic expert. The same goes for consumers. A company without a reputation of dependable, quality products or services won’t win their business.
The main idea: Your company needs to be seen as the expert. And one way to do this is to utilize the knowledge of your leadership team to create thought leaders in your industry.
Thought leadership paves the way for brands to connect with consumers. It is the ultimate way to humanize an impersonal company image, allowing customers to connect directly with a person, rather than an arbitrary brand.
These people are often sought out for advice and leadership by people inside and outside their industry not only because of their knowledge, but also because they’re passionate about what they do and want to share their insights with the broader community.
Keys to Recognizing a True Thought Leader
With the spate of gurus who have popped up online since the term “thought leader” was coined in the 1990s, it can be hard to tell the real thing at a quick glance. Here are some clues you’re seeing a true leader:
Becoming a Thought Leader
Becoming an authentic thought leader isn’t easy — thankfully. Even if you’re passionate and knowledgeable about your field, there’s a difference between an expert and a thought leader. You need to be willing to make an investment in your community and industry to make it better — without expecting everyone you interact with to become a future client.
Here are five ways to establish your online credibility and leverage your expertise to become a thought leader:
To get a taste of what distinguishes a true thought leader, study the content and information top influencers in various industries have contributed to their field. One of our clients, Mark Quinn, the vice president of marketing at Leggett & Platt, uses his decades of experience in the mattress and retail industry to educate people on trends, marketing strategy, and the importance of a good night’s sleep.
While some argue that working toward being a thought leader is useless because their industry is, quite frankly, “boring,” Mark has shown that even the bedding industry can be an interesting topic. With his provocative point of view and distinct voice, he has discussed everything from public speaking to career development to the lack of sleep and sex because of a bad mattress.
Don’t talk about what you are selling. Instead, discover why your company exists or even your own personal philosophy and approach to leadership. Your perspective is what matters when distinguishing yourself online.
Thought leadership is not about being the next guru. It is about leading the conversation and challenging others to think about the changes and trends occurring. You just might be your company’s best strategy to separate your brand from the competition, but it requires a long-term commitment to providing real value and education to your audience.
The main idea: Your company needs to be seen as the expert. And one way to do this is to utilize the knowledge of your leadership team to create thought leaders in your industry.
Thought leadership paves the way for brands to connect with consumers. It is the ultimate way to humanize an impersonal company image, allowing customers to connect directly with a person, rather than an arbitrary brand.
These people are often sought out for advice and leadership by people inside and outside their industry not only because of their knowledge, but also because they’re passionate about what they do and want to share their insights with the broader community.
Keys to Recognizing a True Thought Leader
With the spate of gurus who have popped up online since the term “thought leader” was coined in the 1990s, it can be hard to tell the real thing at a quick glance. Here are some clues you’re seeing a true leader:
- Content: Look at how much online content a person has created. Whether through industry publications, blogs, or social media, real thought leaders are actively sharing, engaging, and interacting with their community.
- Engagement: The best leaders listen to their audience instead of dominating a one-way conversation. A genuine thought leader embraces dialogue — even when it contains conflicting viewpoints.
- Recognition: Objective third parties help acknowledge and identify thought leaders. Look at niche publications to see who is contributing or who has received industry awards for leadership. These are often your best identifiers for determining if someone is a thought leader.
- Accessibility: Real thought leaders seek connection to their audience. Whether through social media, email, or phone calls, leaders make themselves available so they can share their experiences, talk about their industry, and help others.
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Becoming a Thought Leader
Becoming an authentic thought leader isn’t easy — thankfully. Even if you’re passionate and knowledgeable about your field, there’s a difference between an expert and a thought leader. You need to be willing to make an investment in your community and industry to make it better — without expecting everyone you interact with to become a future client.
Here are five ways to establish your online credibility and leverage your expertise to become a thought leader:
- Maintain your social media profiles: No one will believe you’re a thought leader if you don’t have a professional social media presence across multiple platforms. Complete your LinkedIn profile, update Twitter, and create a solid Google+ presence.
- Start writing: Create a blog and update it frequently with helpful content. Generously share your insights and experiences with others, and be open to dialogue and criticism.
- Join online groups in your field: Find out where people in your industry mingle online, and join the conversation. Don’t lurk; build authentic relationships. Learn from people who are wiser than you, and share your knowledge with those still learning.
- Get published: Talk to the editors of publications read by people in your industry, and offer to contribute. Being published in recognized industry publications can increase your credibility.
- Be consistent: Savvy customers and industry leaders can smell a disingenuous thought leader a mile away. Real thought leaders are in it for the long haul because they are passionate about their industry and providing value to people — not because it’s a hot trend.
To get a taste of what distinguishes a true thought leader, study the content and information top influencers in various industries have contributed to their field. One of our clients, Mark Quinn, the vice president of marketing at Leggett & Platt, uses his decades of experience in the mattress and retail industry to educate people on trends, marketing strategy, and the importance of a good night’s sleep.
While some argue that working toward being a thought leader is useless because their industry is, quite frankly, “boring,” Mark has shown that even the bedding industry can be an interesting topic. With his provocative point of view and distinct voice, he has discussed everything from public speaking to career development to the lack of sleep and sex because of a bad mattress.
Don’t talk about what you are selling. Instead, discover why your company exists or even your own personal philosophy and approach to leadership. Your perspective is what matters when distinguishing yourself online.
Thought leadership is not about being the next guru. It is about leading the conversation and challenging others to think about the changes and trends occurring. You just might be your company’s best strategy to separate your brand from the competition, but it requires a long-term commitment to providing real value and education to your audience.
John Hall, Contributor
John Hall is the CEO of Influence & Co., a company that assists individuals and brands in growing their influence through thought leadership and content marketing programs. Influence & Co., one of the leading providers of high quality expert content to the world’s top publications, is the creator ofContributor Weekly. Connect with John on Twitter or Google+.
9/29/2013 @ 9:51AM
John Hall is the CEO of Influence & Co., a company that assists individuals and brands in growing their influence through thought leadership and content marketing programs. Influence & Co., one of the leading providers of high quality expert content to the world’s top publications, is the creator ofContributor Weekly. Connect with John on Twitter or Google+.
9/29/2013 @ 9:51AM
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