How to Build Your Brand as a Thought Leader

By Deborah, President & CEO | June 12, 2019

Thought leadership is a method of self-marketing, by publicly demonstrating your capabilities and expertise in a specific industry or subject by addressing how to meet unique challenges or concerns that clients or customers face.  

Because a reputation grows over time, thought leadership campaigns generally involve a continual combination of publishing articles, opinion pieces, and blog posts in the online or print news outlets customers rely on most. It also includes speaking engagements at industry or subject-related conferences.  

In Print

Here’s one way to get the word out. Check news outlets’ author guidelines to determine if they accept “guest” articles or blog posts. If they do, email the relevant contact to pre-pitch your thought-leadership idea to gauge interest. Pre-pitching not only significantly increases the chance that the publication will run the piece, but maximizes your time if you learn word count limitations and deadlines prior to writing.

As for what to write put yourself in the shoes of the audience. What are commonly raised issues from your clients or customers? Maybe build an article around that.

-DO include lists and/or infographics, as they break up the content and make it easier to read.

-DON’T promote yourself or your company specifically.

-DO include your contact information in a brief bio or introduction to accompany the piece.

In Person

If you want to speak at a conference, start early. Get the deadline for speakers’ proposals and meet it. Some conferences only allow “sponsors” to speak, while others seek great thought leaders for a panel with no “sponsorship fee” involved. If organizers are soliciting panel ideas, suggest additional speakers to round out the panel such as clients, customers, and even competitors, to guarantee a robust discussion.

-DO prepare a handout to distribute to the attendees that provides the highlights of your discussion, and your contact information.

-DON’T settle for the role of moderator. Negotiate a spot on the panel.

-DO repurpose your talking points into a blog post for your website.

Whether you publish an article or give a speech, make the most of the content. Send an email to clients and prospects sharing a copy of the story or slide presentation to them.

Remember, sales-heavy content does not advance thought leadership marketing. Rather, thought leadership slowly and steadily builds trust and credibility in your organization, so that when a client or customer has a specific need, you are top of mind.