Thought leadership isn’t just for the big names. With every project you complete, you learn something new. When you share your insight, you can help inspire people to see what’s possible with promo. The more you speak up, the more people will start to see you as an expert worth listening to.
Isn’t thought leadership all about posting content? Not necessarily, according to marketing and advertising expert, Dan Konstantinovsky. He says the key is to create insights that are valuable, novel and relevant to the right audience and delivered at the right time. In this issue of PromoPro Daily, we share his ideas on how to create your own thought leadership strategy in 5 steps.
Step 1: Find the right perspective. A thought leadership strategy is about providing information, Konstantinovsky says, but it’s also about offering unique insights that help your audience see challenges and solutions in a new light. Don’t just write about promo but help guide your audience toward a better understanding.
Step 2: Find the right voice. True thought leaders challenge traditional thinking and are willing to take risks. Think about how you can spark discussion and encourage others to think differently. This willingness to take a stand or share forward-thinking insights is what separates thought leaders from subject matter experts, Konstantinovsky says.
Step 3: Find the right content developer(s). It requires skill to translate raw expertise into compelling content, and many experts struggle with this part. Konstantinovsky advises working with an experienced writer or strategist who can turn your valuable insight and frame it in a way that positions you as a true authority.
Step 4: Find the right delivery. Even the most well-crafted content won’t be effective if it doesn’t reach the right people at the right time. Instead of taking a scattershot approach, Konstantinovsky recommends considering your audience’s journey and channeling your content where they are most likely to engage. This could mean publishing content on LinkedIn, participating in forums or speaking at events.
Step 5: Find the right future. Thought leadership is an ongoing effort. Make sure you measure your content’s effectiveness by tracking engagement and lead generation. Konstantinovsky says you can use insights from these metrics to inform your future content. By maintaining a steady presence, you establish yourself as a trusted voice, making it easier to build relationships and gain credibility.
Your perspective is worth sharing. Be yourself and share your take on things. Someone out there is looking for exactly the kind of promo expertise you have to offer. The more consistently you show up, the more your thought leadership will grow.
Compiled by Audrey Sellers
Source: Dan Konstantinovsky is strategy director at RH Blake, a marketing and ad agency focused on the manufacturing and industrial sectors.
