How Founders Can Become The Go-To Thought Leaders In Their Industry
You've put in long hours to get your company off the ground, and now you're faced with the task of keeping the momentum going. Part of that journey, I've discovered, involves becoming a go-to thought leader in your industry. You not only want to share the lessons you've learned with others, but you also see the revenue-generating potential.
Playing the long game, you know that thought leadership attracts like-minded people to your business. Becoming a trusted source for invaluable expertise builds a loyal following and distinguishes your business from the competition. But how can founders achieve this when they already wear so many hats? Here are some practical steps.
Use Content To Engage
When you first start creating content, it might feel like you're shouting into the void. If your sole focus is going viral, you may end up disappointed. Building valuable content is undeniably one of the pillars of thought leadership, but it demands patience and persistence.
Having a clear strategy for the unique knowledge and voice you'll bring to the table is imperative. The goal for your content is to genuinely showcase how you and your company stand out. Your contribution could be a fresh way of looking at an industry concern, or perhaps an insightful new take on an existing debate that others have overlooked. Whatever niche you decide to run with, remember this.
An Edelman report revealed that 75% of decision makers were influenced by a piece of thought leadership, prompting them to explore products or services they hadn't previously considered. Roughly two-thirds of these individuals even stated that thought leadership helped them realize they were missing out on something important. So whether you start creating content with a blog, a Substack, videos, LinkedIn articles or an email newsletter, the key is to get your voice heard.
Reach Audiences With Social Media
You've mapped out your strategy, determined your niche, defined your audience and created some content. Hitting the publish button on those pieces isn't where it ends, though. Even with the best SEO tactics, you can't assume your audience will just find you.
Social media allows you to share and amplify your content, but these platforms also offer significant opportunities to join existing conversations within your industry. You can engage directly with the community, whether it's fellow thought leaders or potential leads actively searching for solutions. You might even find other experts to collaborate with, which opens up additional content opportunities.
Since you've already defined your audience, focus your efforts on the platforms where they spend the most time. Check out existing thought leaders in your industry to see where and how they're sharing their content. Make a list of what's trending to see if you can add your voice to the conversation, and consider performing a gap analysis to determine what's not being talked about and if you could start a new trend.
Collaborate To Expand Your Reach
Thought leadership is about forming connections as much as it is about becoming a sought-after resource. Industry relationships not only get your voice and business in front of more people, but they also significantly boost your credibility. Collaborations show audiences you're willing to learn from others and are interested in moving industry topics forward.
Collaborations may take many forms: podcast interviews, video conversations with audience Q&A, webinars, co-written articles, guest blogs, and conference presentations. Say a potential partner isn't ready for a full interview or content collaboration. See if they'd be willing to add a quote to one of your articles or offer valuable insights you could work in. You might even consider partnering with an outsourced CMO to gain strategic marketing expertise that can help you amplify your brand voice and extend your influence to new channels.
You're not just engaging to promote your company, you're genuinely interested in what's at stake for the audience. Although you're mindful that other experts may offer competing products or services, you're not being cutthroat. The goal is to add value where you can, while simultaneously letting others do the same.
Becoming A Go-To Leader
Thought leadership has power. Media personalities like Oprah influence what books people read and provide professionals with platforms that launch careers. Becoming an international media powerhouse might not be your immediate goal, but you do want to be seen as a go-to leader in your industry. Engaging through content, leveraging social platforms and collaborating with your peers are steps you can take to achieve your goal.
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