How to Build a Strong Thought Leadership Strategy
“Thought leadership” is more than just a buzzword – it’s a strategy that, when implemented correctly, can translate into increased sales and client acquisition.
So, how does thought leadership work? Thought leaders position their company and its people at the forefront of a specific industry. To do this, they engage prospects and customers in non-sales, industry-related discussion and become a valued source for insights and commentary to members of the media and potential clients.
“By gaining the trust of prospective customers, when the time comes to make a purchase, customers will turn to the thought leader.” – The Pollack PR Marketing Group
According to the 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study, senior decision-makers are actually willing to pay a premium to work with companies who have clearly articulated their vision through thought leadership.
Building Blocks for a Strong Thought Leadership Strategy
Publish content on owned channels
If your organization doesn’t already have a blog, creating one should be one of your first steps. Blogs are a reliable way to enhance your thought leadership platform. Use the blog to provide reports, research, insightful commentary and analysis on industry trends.
Produce original research
By sharing original research, your organization builds media relations by offering useful information to reporters and online mediums. The more your research is published, the more credible prospects will view your organization and recognize your organization as an industry leader.
To gather data for original research, consider conducting consumer surveys. For a more in-depth study, explore partnering with a third party to coordinate data gathering.
The Pollack PR Marketing Group offer three additional methods for building a thought leadership strategy. You can also get insights from other Worldcom Partners on Public Relations Management and Leadership.
The Pollack PR Marketing Group (PPMG) is headquartered in Los Angeles, CA and has offices in New York, NY. PPMG is a mid-sized, multi-specialty agency that develops communication platforms and programs, manages corporate reputations, launches new products and services and promotes consumer brand engagement for clients ranging from innovative start-ups to Fortune 500 companies, with a focus on consumer products, technologies and services.