Courtesy / Fluent IMC
Marnie Grumbach is the founder of Fluent IMC.
March 30, 2023
How to use your expertise to become a thought leader
By Marnie Grumbach
Any person or business can purchase advertising to promote their product or service, but keepers of a brand know that an effective marketing mix is just that — a mix that can’t rely on advertising alone. While it may be true that Millennials and Gen X trust advertising more than any other generation, time and again studies have demonstrated that third-party validation and word-of-mouth referrals top the charts in terms of channels consumers trust most.
Humans rely on social proof to establish trust. That’s where developing a reputation as a thought leader helps brands and their experts build that credibility. How does one go about earning that coveted title? Thought leaders take the expertise they’ve built honing their craft and share it in ways that further establish their credibility and position as a trusted source. The foundation is rooted in genuine experience and knowledge, but a thought leader’s reputation can be buoyed through an effective marketing campaign that provides them with platforms to reach a broader audience.
Sixty-one percent of decision-makers say that an organization’s thought leadership can be more effective at demonstrating the potential value of its products or services compared to traditional product-oriented marketing. By definition, a thought leader’s opinions are viewed as authoritative and influential (and subsequently offer more meaningful ways of resonating with potential customers and stakeholders to ultimately give your brand a boost).
How to position yourself as a thought leader
Think strategically about who you want to reach. Get as specific as possible in determining the audience for your outreach. You’ve probably already identified several key audience segments for your brand, but you’ll be able to provide more valuable insight by narrowing in on one at a time.
A comprehensive thought leadership campaign should include opportunities for reaching each audience segment, but if you’re just starting out choose one that’s a top priority. Are you an expert in sports medicine? Your thought leadership program could begin by identifying a topic on how teenage athletes can prevent concussions. Your article may interest athletes, coaches, trainers, or parents of athletes, and content can be adjusted appropriately for channels that reach each of these segments.
Identify one area you’d like to be an expert in. This might vary based on the audience, but it’s important to narrow it down to provide specific, valuable information that they’ll remember or, better yet, be able to implement or reshare within their networks. The topic itself should be relevant and ideally evergreen. Consider opportunities to align your efforts with other relevant industry news as it comes up. In the example above, a knowledgeable physician would be ready and able to chime in in the event of a national study or notable medical case that has gained widespread attention.
Think broadly about diverse pitching opportunities. This is true for all earned media, but if your thought leadership plan centers exclusively around TV or newspaper interviews, you’re missing critical opportunities for impactful exposure in front of your key audience segments. Consider what types of media those audiences are primarily consuming. Is there an industry podcast that would help reach your peers? A conference that might offer speaking opportunities in front of an engaged audience in a specific field? Maybe there’s a niche blog or YouTube channel that your consumers can’t get enough of. Thought leaders seem to be “everywhere.”
Make a long-term plan to increase visibility as a thought leader. No one earns true credibility as an industry expert overnight. Think of developing a thought leadership program as playing the long game. Your first speaking engagement, authored article, or interview will help set a solid foundation, but it takes ongoing exposure to continue developing your reputation. Over time, you should work toward incorporating a variety of thought leadership opportunities at a cadence that allows for visibility that keeps your brand and your name steadily in front of your key audiences.
And as your reputation develops, so will new opportunities to speak, write or join peers as a panelist. Make the most of each placement by leveraging media coverage, speaking engagements, and other opportunities across your owned channels. This multiplier effect will keep your thought leadership program and solid reputation growing over time.
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