Content marketing on $17 per year…

Dana VanDen Heuvel, 'thought leadership' marketing…or how to be a thought leader in your industry without breaking the bank! Prepare yourself — I’ve been thinking about this one all weekend…

I had a chance to have lunch last week with Dana VanDen Heuvel, an internationally known ‘thought leadership‘ marketing expert who happens to live in nearby Green Bay. Dana and I travel in similar circles although his focus is more on strategy while mine is more on the mechanics of thought leadership marketing. Back in November I was trying to get my mind around content marketing and thought leadership and I asked Dana whether or not the two were synonymous. Either he didn’t have time to answer my question or you wanted me to figure it out on my own; in either case eventually I concluded that content marketing is a means toward thought leadership but the two are not the same. You can use content marketing to create share of voice on the internet but it’s the quality of your ideas that determine whether or not you ultimately become a leader by getting share of mind and share of market.

To me, thought leadership is the process of becoming and being known as the expert. In my oversimplified view of things that requires two activities; you have to deepen your expertise and detail your expertise or, get smarter and show people you’re getting smarter. IF you do that well they may actually follow your ideas…

Are you a wannabe thought leader? You can test the waters in this area for $17 per year using WordPress.com as your thought leadership marketing hub. The $17 will buy you a domain and the ability to map that domain to your free WordPress site. Then, all you gotta do is publish something…

Deepening your expertise

In in order to deepen your expertise I think there are three things you need to do

  • Use Gmail to manage your just-in-time information
  • Use Google reader to manager just-in-case information
  • Use Gist to track other thought leaders

Detailing your expertise

In order to demonstrate to people that you are an expert

  • Either create or curate your ideas in WordPress.com
  • Share the content you create or curate on Facebook, Google+, LinkedIn, Twitter, Paper.li, Twylah and MailChimp
  • Engage in conversations using HootSuite and/or NutshellMail

David Kanigan of davidkanigan.com is an example of someone who had done exactly what I recommended on his WordPress.com blog…

New to blogging — only 6 months in — and he is already rocking his site! His Alexa rank is currently 61,500 in the US — testimony to both the power of WordPress.com and his frequent posting [too bad that due to his work in the financial industry he can’t engage in business blogging]…

You could be a David, too, and take on the Goliath’s in your industry using the tools and tactics I mentioned above. Here are links to every tool and a few more…

<script src="

imho, here are the best tools for content management and marketing for thought leadership. All free, all cross platform…

imho, here are the best tools for content management and marketing for thought leadership. All free, all cross platform…

http://storify.com/e1evation/content-management-and-marketing-for-thought-leade.js”>%5B<a href="

imho, here are the best tools for content management and marketing for thought leadership. All free, all cross platform…

imho, here are the best tools for content management and marketing for thought leadership. All free, all cross platform…

http://storify.com/e1evation/content-management-and-marketing-for-thought-leade&#8221; target=”_blank”>View the story “Content management and marketing for thought leadership tools” on Storify]

Here is the way in which I use them…

'thought leadership' marketing, e1evation, llc
Click image to enlarge...

Now, either you look at this and say “Ah, that makes perfect sense — why didn’t I think of that before?” for you look at this and say “What a fustercluck!?!?!?” In either case, I may be a resource for you. Either I can help you simplify your existing thought leadership marketing workflow or I can set it all up for you and teach you how to run it. It’s your call, but if you’re looking to establish a thought leadership position you have just run out of excuses…

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