thought leadership strategy
thought leadership strategy

The digital industry of thought leadership is becoming more and more crowded, with plenty of people turning their attention from social media following towards more valuable characteristics.

One of the main reasons behind this is the belief that the number of followers someone has is too competitive, and although that’s true, an ever-increasing number of people are looking to create digital footprints and create thought leadership content.

It’s become increasingly essential for people to build digital thought leadership, which is frequently done through things such as frequent content sharing on platforms such as LinkedIn or Medium, or guest-posting on various outlets.


In the current increasingly digital world, having a considerable following on social media platforms, or having a byline in a major publication is equivalent to individuals getting degrees from high-ranking universities. It usually denotes that that individual has something to say that others want to listen to, and learn. This is one of the reasons why major publications only work with top writers or thought leaders when it comes to contributed content.

This type of digital credibility is essential for many reasons, and one of them is the number of opportunities it provides to business leaders and companies. Those opportunities include things such as speaking engagements at conferences or events, reaching other audiences, or getting the attention of key stakeholders. When done consistently, and all content is of high quality, it also brings in opportunities such as media coverage, TV appearances, and more.


One of the key things that matter when someone has a large audience, is that it creates more exposure for the brand and the business owner. Any individual that comes across the piece of content equals another person that can potentially become a consumer. Meanwhile, anyone that consistently follows what a business leader or a company has to say, can easily become a brand advocate and promote the company through word-of-mouth marketing.

Additionally, these benefits are somewhat exponential, as with every new piece of content, there are going to be more people who are going to learn about the business, and become consumers. This is essential for marketing, where the focus of companies is to create content with the goal of getting more potential customers.


The best way to start thought leadership campaigns is to talk about personal expertise and experiences within the company’s industry. However, instead of discussing broad topics, it’s best to narrow them down as much as possible, to create a concise mission statement that can help the company stand out from the crowd in competitive markets.

Furthermore, it’s also crucial to communicate with audiences on topics that are familiar and enticing. That way, the audience is more likely to connect to the company’s values and ideals and convert into buying customers.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.