By Ganapathy Sankarabaaham
Thought leadership is increasingly becoming an essential element of content marketing strategies. With so much information around us, it has become the method by which organizations can break through the noise and battle misinformation.
Thought leaders are experts in their field. They could be individuals or organizations who have innovative ideas and have turned those ideas into reality. They now wish to make an impact by sharing those ideas along with all the knowledge and expertise they have gained along the way. They constantly add to the thought stream and inspire others to do the same. They are happy to take risks, and they do this by showcasing vulnerability and by uncomplicating the complicated.
But how do you build your thought leadership? But most importantly, how do you sustain it over a long period?
Building your thought leadership
Start with why
There are multiple reasons why people wish to share their knowledge and expertise – It could be because they have reached the top of Maslow’s pyramid of needs (self-actualization), or they probably wish to build a profile for themselves and would like to be recognized as an industry expert. Another reason could be that they have a unique idea and would like to raise awareness and make an impact. Whatever your reason for wanting to embark on this thought leadership journey, you must understand why and what benefit you will derive from it. This will then help you figure out the investments and ROI.
Work on your niche and find your authentic voice
Start with just one line of thought. Deciding to become a thought leader in broad categories like sales or marketing would be challenging as you cannot make a clear impact. Instead, start by choosing a niche within these broad categories based on your experience and area of strength. This helps you to dig deep and bring in unique and valuable perspectives. Once you establish your thought leadership in this niche, becoming a thought leader in a related niche or promoting a new idea where you might not have direct expertise will be easy. Practice self-reflection to connect the dots from your experiences to newer thoughts and ideas.
Choose the right platform and share content
Share your content with your audience. This could be a social media post, blog, or video, but whatever you choose, remember that the language must be simple. Social media is a great way to start, as different platforms allow you to post short and long-form content. Pick one that is convenient for you, but choose the one where your target audience will be. Remember that thought leadership is about your experience and knowledge. It is not meant to be promotional.
Strategies for long-term impact
Engage with your audience, be consistent, and get feedback
Engage with your audience, answer their questions, and become part of the conversation. Consistency breeds followers, so ensure that a steady stream of high-quality content is being posted. Obtain hard feedback in the form of analytics and soft feedback by directly contacting people in your audience. The feedback can also be in the form of a survey. Use the feedback to identify what matters to your audience. In the process, you might also learn something new.
Connect with peers and keep in touch with your industry
Stay on top of all industry trends and business news to build authority in your niche. One way to do this is to reach out, network, and connect with people in your industry. You can also join groups that consist of like-minded individuals. This way, you can learn, brainstorm and help each other grow. Knowing the right people can also open up more opportunities where you can share your thoughts. You could be interviewed for a podcast, invited as a keynote speaker, or be requested to write a guest blog.
Identify metrics to measure the impact of your thought leadership
Measuring the impact of thought leadership efforts is vital to assess the effectiveness of your strategies. While traditional metrics such as website traffic, social media impressions, and lead generation are valuable, there are also some not-so-obvious metrics to consider, such as:
- The quality of your engagement with your audience
- Media mentions and citations
- Speaking opportunities/invitations
- Industry awards and recognitions
Other questions to think about include – Are people inspired by your idea? Have they implemented it or benefited from it? Your thought leadership should open doors for conversations.
Conclusion
So, if you are curious about thought leadership and have unique insights about your niche, market, or industry, then now is a good time to share this with your audience. Building thought leadership is just the beginning; sustaining it, in the long run, requires strategic planning and consistent effort.
When done right, thought leadership can be both fulfilling and rewarding. It can open doors to new opportunities and build a connection with audiences who matter the most to you and your company.
(The article is authored by Ganapathy Sankarabaaham, Founder & CEO of Vajra Global, and the views expressed in this article are his own)
