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.

Credibility

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.

Exposure

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.

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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.

Niche

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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.