As the big tuna for a content development firm, I am often asked to craft thought leadership campaigns for our clientele. It is something we often practice since we believe it is critical for any good content development and brand development program. I am the CEO of my firm, so, as a thought leader I believe it’s critical for the actual thought leader to pen an article.
Not the marketing team.
While I do believe it’s important for the marketing and content development team to review and edit, it’s critical that leadership is constantly looking both introspectively and externally at factors and ideas affecting their business and industry. Thought leadership need not be limited by medium, and certainly should not be limited by leadership.
Getting the pulse
Thought leadership should be simple for an executive, even if the executive can’t write.
For starters, as the CEO, you should have some grasp of the expertise or knowledge you’re sharing — it shouldn’t involve exhaustive research; rather unique insight based on your expertise and where you think things are going. Of course, adding in industry research to back up your thoughts, or real world examples, is helpful. And instead of writing, leaders could do a podcast, a video or even a voiceover to an animated piece.
Charge your marketing team with forward-thinking by reviewing and presenting editorial calendars on topics leadership finds interesting and items you believe will enhance and bolster both engagement from your varied publics and make you look like you know what you’re talking about. Get these editorial calendars from both industry media outlets and other wellknown outlets.
From those topics, review the ones that you believe are going to give you the best chance of sharing content that would be valued by those you target. Write it for the objective benefit of your audience.
Short and snappy
Thought leadership pieces can be short, with some quick pieces of expertise and advice you wish to share. Lists are popular, such as “The Top Five Things That Will Affect Our Industry Next Year.” It all depends on your goals, the time you have to invest (you should invest at least 10 hours a month to develop thought leadership pieces) and what you personally wish to achieve — not for the business, but for you.
You see, most B2B and B2C customer and client engagements are indeed influenced by the big tuna. If “they” don’t like or trust or value the leadership, most won’t buy — whether that product is diapers or stocks.
Reputation is important. And, as a leader, that reputation can be built, maintained and shaped by quality thought leadership and content development. Once crafted, work with your media relations team to get those published and shared with the world. You’ll increase your personal stock, help your business and hey, people will think you’re smart. And that is good for everyone.
Rodger Roeser is CEO of The Eisen Agency, a public relations and content development firm specializing in marketing communications strategies for professional services, health care, manufacturing and franchised organizations. Roeser is an award-winning television anchor/reporter, award-winning print journalist and editor, and award-winning radio host. He has successfully built and led profitable businesses and the marketing communications and marketing strategies of hundreds of successful clients in the B2B, B2C, government and nonprofit sectors.
