Not Sure Where to Begin on Your Thought Leadership Journey? Here are Three Tips to Get You Started.

By Lauren Trieschmann

According to Cambridge Dictionary, a thought leader is defined as “an expert on a particular subject whose ideas and opinions influence other people, especially in business.”  

Establishing oneself as a thought leader can have a crucial impact when it comes to successfully building a brand, a product, or one’s public image. But accomplishing this in today’s crowded business landscape has become more challenging than ever – especially with the phenomenon of social media, which provides anyone with access to a computer or smartphone with a public forum to share their thoughts and grow a following.

For PR professionals seeking to help their clients become established as thought leaders and amplify their expertise, we recommend starting with these three easy-to-follow tips:

1. Consider contributed articles.  

Today, you don’t need to be a professional journalist to be published in a news outlet. A growing number of major business publications including Forbes, Fast Company, and Inc. publish contributed content from guest writers on a range of topics, offering a powerful platform for leaders to share their expertise. While some of these opportunities are paid (such as Forbes Council), there are plenty of opportunities to be published free of charge.

In order to write a compelling article that’s most likely to be published, it’s important to closely review the contributed content guidelines for the outlet you’re submitting to and do plenty of research on the types of articles have been published in the past. When it comes to the actual content of the piece, be sure to touch specifically on what makes you (or your client) an expert on the featured topic and consider citing anecdotes and examples from outside your own company and personal experience to appeal to a wider audience.

2. Use social media wisely.

Social media has made it possible for virtually anyone to broadcast their thoughts publicly, and when used strategically it can be a valuable tool for aspiring thought leaders. That said, it’s important to know exactly how and when to leverage the power of social media for maximum impact.

LinkedIn is widely viewed as the most essential social media platform for thought leaders due to its active and engaged users (totaling over 900 million worldwide) and algorithm that shares content with relevant accounts outside of the account holder’s immediate network. It provides an efficient medium for leaders to share news about their business, broadcast relevant content from other professionals or companies, and weigh in on trending industry topics.

With all that in mind, aspiring thought leaders should be mindful and strategic about what they choose to share on the platform. For example, longer multi-paragraph text posts should be shared sparingly and written with a specific goal in mind. What message or call to action do you want the reader to walk away with? Are you sharing information that can add value to someone else’s professional or personal journey? It’s also perfectly fine not to comment on every single trending topic or news story – especially those that could be viewed as divisive – even if you see other leaders doing so. Being selective with what you post can go a long way.   

3. Hone your expertise as a media source.

One of the most powerful tools for thought leaders looking to amplify their knowledge and share their point of view is being cited as an “expert source” in a news article. The first step here is to identify what exactly you (or your clients) want to become known as a source for, and closely monitor the media contacts and news cycle relevant to that topic. Even if there isn’t an immediate need for commentary, journalists will often flag an email offering an expert source and come back to it weeks (or even months) later when their editorial plans align with the insights you can provide.

An added benefit to this approach is that it has the power to broadcast a thought leader’s point of view to an incredibly vast audience. For instance, someone might do a quick Google search for a topic they’d like to know more about, and an article with your name might pop up if you’ve been quoted as a source. You’re now on that person’s radar as an expert on the topic in question and someone they might look to for more information in the future. 

Want to learn more on how to become an established thought leader? Reach out to the Double Forte PR team for more information.