Thought leadership trump card? Crafting a smart strategy for success

Thought leadership content is a critical element that contributes to the long term growth and success of your brand. This is particularly true if you’re a small business or start-up looking to grow your visibility and influence. 

In our last blog, we discussed the 'why' - the importance of thought leadership in creating conversations and increasing influence. And while content is king, it’s the 'how' and 'where' these conversations take place that are critical factors in standing out from the crowd.

First, start by building the framework of your approach:

1. Determine brand messaging: What is your company trying to transform or change? Take a stance and share your vision of how this is a game-changing service or product.
2. Identify key spokespeople: Who should deliver the message? Thought leadership content doesn’t have to rest on the shoulders of one C-level executive. The CEO should paint his or her big picture vision of the transformative changes, while other C-suite executives can share their perspective on the technology, the product and the business landscape, based on their areas of expertise.
3. Define target audience: Who are you speaking to? Not all content will speak to everyone. Some pieces will interest industry partners and press, while others may be of interest to prospective clients.
4. Craft customized content: What is the main message you want to get across? Tailor your messaging to each audience and consider how you deliver that message. It could be in the form of a blog, podcast or even just short quotes or comments on a social media post.

The right places where you’re amplifying your brand's voice is one of the most important factors in thought leadership success.

Once you’ve established the groundwork, the next part of your strategy is to exponentially ramp up your brand visibility and trust - focusing on 'where'.

Where should your content be seen? The right places where you’re amplifying your brand's voice is one of the most important factors in thought leadership success.

Here are three considerations:

• Identify key media or publications - One way is to pitch your piece as an op-ed to key publications. Another option is to consider 'partner' content. Don’t shy away from paid content opportunities. Start by picking the most respected media in your field. Brand association with a reputable media publication or network ramps up credibility and trust. It is also important to make sure that your piece contains a “newsworthy” perspective and is not a heavy sales pitch on a product or service.
• Seek speaking opportunities - Be strategic about identifying conferences and forums where your executives can be seen and heard. The more opportunities you can find, whether they’re sponsored or not, the greater your visibility will be.
• Leverage social media - Also known as newsjacking. Keep on top of the latest news and developments in your industry, and if the opportunity presents itself, offer up a short comment on social media.

Our background working in the newsrooms of global business networks enables us to have a unique advantage and a natural instinct of when and where to amplify your message. And in the news business, it’s about anticipating the stories that will make headlines and the ability to get your C-suite executives on air or in the press with their insights at the right time. 

Examples of thought leadership content we have created:

The real tipping point in the digitalization of trade finance - Forbes Councils

Driving sustainability in trade finance - Company Podcast

How fintechs are making global trade more inclusive - IBS Intelligence

Read the first blog in our two-part thought leadership series - Leading the way: Why thought leadership is important for your brand

Thinking about crafting a successful thought leadership strategy and executing that as part of your PR and media initiatives? Reach out to us to elevate your communications. Contact Liza Tan or Adeline Ee McNary to get started.