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3 content marketing tactics to establish thought leadership and authority

Episode Summary

Nine out of 10 of my clients tell me they want to be thought leaders. And it’s no surprise. As a thought leader in your industry, you’re often the 1st choice or the #1 brand. What a fantastic position to be in! But how do you get there? This week’s episode explores content marketing tactics that you can start implementing right now to help to establish thought leadership and authority—no matter your area of expertise. Listen in to learn more.

Episode Notes

Hi, welcome back.

In today’s episode, ‘3 content marketing tactics to establish thought leadership and authority', I show you how to leverage your expertise and experience to expand brand awareness, attract higher quality leads and strengthen existing customer relationships.

3 content marketing tactics to establish thought leadership and authority:

02:56 Tactic 1 - Create content that’s original and authentic

04:16 Tactic 2 - Promote your content and pursue opportunities

05:30 Tactic 3 - Prioritise giving value in your content

06:45 To recap

Remember to listen to the full episode for all the details.

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Location: Gold Coast, Australia.

Episode Transcription

3 content marketing tactics to establish thought leadership and authority

My content marketing clients and coaching clients often tell me things like “we want to build authority in our industry”.

“I want to be the go-to source and the expert”. 

Essentially, the goal is to become the number one brand, business, or authority in their space.

And it’s a fantastic goal. But how do you get there? You start by establishing authority through your content marketing.

This episode is all about showing you exactly how to get started, so you can use it to expand brand awareness, attract higher quality leads and strengthen existing customer relationships.

I will also be sharing my cheatsheet at the end with all the information you need, so keep listening.

Hi, I’m Simone Cunningham, a content marketing and public relations expert with more than 20 years of industry experience. 

Every week I share actionable tips in content, marketing, video, interviewing and public relations so you can attract more customers, get more sales and position your business as an authority.

To learn more, visit me at simonecunningham.com. 

Maybe you’ve been hearing about all these thought leaders getting attention and have been thinking that it’s time for you to show the world more of your expertise.

As someone who’s been in the media, public relations, and content creation world for my entire career, I’ve seen the power of thought leadership when done correctly. 

On a high-profile scale, you’ve seen it as well. Think Oprah, Elon Musk, and Brené Brown.

However, becoming a thought leader is also a natural progression for many less-known but still successful entrepreneurs and business owners who have knowledge and insights to share. 

What is thought leadership content?

To start with, let’s cover what I mean when I say thought leadership.

I define thought leadership as using your expertise and experience to educate and inspire your audience. You’re consistently thinking about and answering the questions your target audience has on their minds.

Creating thought leadership content is a tactic that business owners and entrepreneurs can use in content marketing to build credibility and industry authority so they can be recognised as experts in their space.

How do you establish authority in content marketing?

Essentially, all the content you share with your audience has the potential to establish your authority. However, some pieces of content naturally lend themselves to thought leadership.

Any content where you’re delving a little deeper and answering not just the ‘why’, but also the ‘how’ can become thought leadership pieces. 

If you're trying to get your audience to think about your topic in a new way and motivate them to take action, there’s a good chance that it’s a thought leadership content piece.

If you are using your content to promote your business’s offering in a not very subtle way, it’s not thought leadership, it’s basically an advertisement.

So let’s now get into what I see as the top 3 content marketing tactics to establish authority and thought leadership.

Tactic 1 - Create content that’s original and authentic 

I know this is easier said than done, but to become a thought leader you need to consistently share content that’s relevant to your industry and show your command over your subject matter. 

This is where you highlight your unique industry experience and start conversations about what’s happening in your space.

The higher the quality of your content, the more your audience will trust you.

Any content where you’re delving a little deeper and answering not just the ‘why’, but also the ‘how’ can become thought leadership pieces. 

Some of the formats of thought leadership content to consider include authoritative guides. 

These include how-to articles and videos, as well as guides and listicles that explain a topic thoroughly.

Also, consider writing opinion pieces that discuss your industry’s developments and updates, and offer thoughtful insights.

Next, you can develop expert content such as reports, research, studies, white papers and technical documentation. These types of content show your expertise.

Finally, look at developing thought leader resources that your audience will find valuable, such as downloadable templates, tools and worksheets.

Tactic 2 - Promote your content and pursue opportunities

As a thought leader, one of your main jobs is to delve into the problems your audience faces and the trends that impact them and deliver insightful content on the platforms they hang out most.

LinkedIn is one of the most natural places to share thought leadership pieces to engage with customers and potential customers, however, all your social media channels and your website should feature your authority content.

If people enjoy what you’re sharing on social media, they will regularly check in, follow you and start to engage with you.  

Think about how you can share your content more broadly through public relations opportunities such as media interviews and podcast guest appearances. 

Offer yourself through media releases and media pitches as a source for online publications, industry-related blogs, and as a guest speaker at events and panel discussions, either online or in person.

Look to get your content published as widely as possible. 

If you want some assistance with that my Publicity Boss 1:2:1 live online training courses, will give your thought leadership the kickstart it needs.

Tactic 3 - Prioritise giving value in your content  

Being a thought leader means you are the expert, and your audience expects you to publish in-depth and high-quality content. 

This also means providing meaningful tips and insights, rather than pushing out filler content to make your feed look busy or meet your social media content quota.

Every time you share something with your audience, it needs to help them solve a problem or show them something useful. In other words, it needs to be valuable to them.

Think about how you can be bold and innovative, provide original research, and make predictions about the future of your industry.

Ideally, you want you and your business to be known as a trendsetter rather than a trend follower.

Also, consider if there are influencers that already have authority that you can join forces with so you can tap into a wider audience.

Reach out to them for collaboration opportunities that include guest writing, guest speaking, and guest interviewing. 

If thought leaders in your industry start to create content that endorses you, your services, and your products this will help you to establish authority and grow your audience.

So to recap: 

Tactic 1 - Create content that’s original and authentic

Tactic 2 - Promote your content and pursue opportunities

Tactic 3 - Prioritise giving value in your content

There’s no doubt that sharing thought leadership in your content marketing takes more time and effort. 

However, I believe it’s worth it, because in time, as you establish more credibility, you’ll also attract more opportunities and more customers.

My tip is to find a balance in your content marketing strategy between your regular content marketing and your thought leadership pieces. 

As authority content takes more time to produce, it may be that only 30% of your content is thought leadership–it’s a matter of working out what you can reasonably manage. 

Remember to download your Content Marketing For Thought Leaders Cheatsheet for all the details of today’s episode. The link is in the show notes.  

There you’ll also find links to my Content Boss and Publicity Boss training courses that both delve into how to leverage your business content for thought leadership opportunities. Visit my website to learn more.

Book a chat with me if you want to learn more. The link is in the show notes.

Join my Meetup group for access to Masterclasses and exclusive free online sessions. 

Also, remember you can join my Facebook Community, Media and Content Strategies for Driven Business Owners for more tips on how to generate free publicity for your business. I’d love to see you in there.

To learn more about my business services and 1:2:1 online training courses visit my website: simonecunningham.com