Ann Handley who literally wrote the book on content marketing tweeted this article by Haydn Shaughnessy on how to do thought leadership right…
Like content strategy, thought leadership is a relatively new option for companies that want to improve their visibility and connections online in ways that prompt sales leads to come to you.
But thought leadership is, much more than content strategy, subject to the Bill Joy rule, which says that most smart people in the world don’t work for your company.
How, then, do you possibly develop a thought leadership strategy?
If you get your thought leadership strategy right, customers will see you as a go-to source of expertise, your new products or incremental improvements will find easier acceptance, you’ll stand a good chance of bolstering product price (which is critical in many industries where commoditization is at work), and you’ll attract talent more easily.
Inevitably, some companies will get it wrong, so in this article I will outline why that happens, how to avoid the major mistakes companies make, and what to do to excel in thought leadership.
Source: Strategy – How Not to Think About Thought Leadership (and How to Do It Right) : MarketingProfs Article
I encourage you to go to the source and drill down on Haydn’s strategic recommendations. When you’re looking for the tools and tactics to make it work, come right back here and I’ll get you started! Comment or ‘connect’ to discuss how this applies to you and your organization…
- Four reasons to hate thought leadership (christopherakoch.com)
- Content marketing for thought leadership in the construction industry (e1evation.com)
- Rethinking Thought Leadership: 7 Tips for Gaining New Clients (hingemarketing.com)
- The seven R’s of thought leadership (b2bmarketing.net)
- 12 experts on the key thought leadership trends for 2012 (e1evation.com)