An Introduction To

Thought Leadership

Marketing

John W. Hayes

January 9th, 2013

John W

. H

aye

s

@john_w_hayes

facebook.com/becomingtheexpert

becomingtheexpert@gmail.com

Agenda

• What is Thought

Leadership Marketing?

• Who are the Thought

Leaders?

• Are you a Thought Leader?

• How can I distribute my

Thought Leadership?

• Q & A

What

is T

hought

Leaders

hip

M

ark

eti

ng?

• Thought Leaders position

themselves as experts in a

particular industry or discipline and

share their insight with a wider

community.• Thought Leadership Marketing

takes this insight and uses it to

build brand, generate leads and

ultimately drive sales.• A good Thought Leadership

programme will help you to

maximise results from your

marketing budget. It should also go

some way to reducing your reliance

on dated business techniques, such

as cold calling, while helping your

business to shorten its sales cycle.

• In this respect, you can think of

Thought Leadership Marketing as

your hardest working employee.

Who a

re th

e

Thought Le

aders?

Are

you a

Thought

Leader?

To find out whether you have the

potential to be a Thought Leader ask

yourself the following questions. If you

answer yes to them all, you are halfway

to Thought Leadership.• Do I possess a detailed knowledge

of the industry I work in?

• Do I have an opinion about various

topics within my industry?

• Do I have the ability to

communicate my opinion effectively

(either written or verbally, although

preferably both)?• Am I able to demonstrate my

opinion is worth listening to, using

case studies or references?

How

can I d

istr

ibute

my

Thought

Leaders

hip

?

What has a bike wheel got to do

with Thought Leadership Marketing?

Thought

Leaders

hip

C

hannels

Why is Thought Leadership

Marketing like a bike wheel?Thought Leadership Marketing is the most

efficient way to propel your

business along the road to

profitability and despite being

made up of incredibly light

components, has strength to

support the weight of your

entire marketing strategy.

 

Thought

Leaders

hip

C

hannels

The Hub – Your BlogThe hub of the wheel is

your corporate blog. This is

the center point where you

hang all your other marketing spokes from. You

cannot build a wheel

without a hub, so before

you spend a single penny

or invest any time on

content marketing, you

should make sure your blog

is in good shape.

Thought

Leaders

hip

C

hannels

The Spokes• Blogged Content• Email Marketing• Online Video• Social Media• Whitepapers• Webinars/Events

• Online News Releases

Thought

Leaders

hip

C

hannels

The RimThe rim of your wheel represents

the cohesion between your

content marketing channels. It’s

the thing ensures your content

marketing spokes are evenly

distributed and fully connected.

Great content marketing works at

its very best when it is distributed

via a series of connected

channels. For example, a good

blog post provides excellent

content for an email marketing

campaign and can be extended to

form the basis of a whitepaper or

even an event.

Thought

Leaders

hip

C

hannels

The TyreJust as a mountain bike

will have a very different

tyre to that on a racing

bike, the tyre represents

your style of delivery. This

will be based on your

company’s personality, the

nature of your business

and your perceived target

market. Are you rough and

ready or as slick as..?

Thought

Leaders

hip

C

hannels

The BrakesBrakes don’t come as

standard with a content

marketing strategy, so hold

on tight and scream (more) if

you want to go faster. And

don’t worry if you if you

come a cropper from time to

time. The best puncture

repair kit when things go

wrong with any content

marketing strategy is more

(carefully executed or

pedalled) content.

Where

to L

earn

More

• Buy the Book

• Join an event• Cleethorpes/Grimbsy

(Jan 31) – http://bit.ly/UrdFxE• London (Feb 13) -

http://bit.ly/X4VlbM

Q & A

John W

. H

aye

s

@john_w_hayes

facebook.com/becomingtheexpert

becomingtheexpert@gmail.com