AE Marketing Manager, Alexa Jackson, discusses thought leadership in this Marketing Minute. You don’t have to be a c-level executive to be a thought leader – you just need experience, industry knowledge, and a differentiating point of view. Find out how to become a thought leader in your industry in this week’s Marketing Minute.READ FULL TRANSCRIPT
Hi, I’m Alexa and this is a Marketing Minute on thought leadership.
Being a thought leader means you are a true authority figure in your industry. But that doesn’t mean you have to be a c-level executive, anyone with industry knowledge, experience, and a differentiating point of view can be a thought leader. The benefits of thought leadership start with brand affinity. By communicating thought leadership you become part of the conversation, early in the consumer journey. You allow your audience to get to know you. Essentially, thought leadership is an outcome of a strong content strategy.
So, how can you become a thought leader?
First, you must identify a topic closely affiliated with your brand that you are an authority figure on. Becoming an authority figure requires research, experience, and the ability to look ahead to what will happen next.
Next, you need to determine the questions your customers are asking, and then answer them using multiple formats across multiple channels in a way that adds value. There is heavy competition today for share of voice, so you must strive to have the best and most valuable answers to your customers’ questions.
Finally, speak in a jargon-free way that your audience will understand and connect too. The information you are sharing may be serious, but you should deliver it in a personable way.
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