How Content Marketing Can Position Your Brand As a Thought Leader
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Transcript of How Content Marketing Can Position Your Brand As a Thought Leader
S CRI P TE D. COM
How Content
Can Position
Your Brand as
a Thought
Leader
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Who We Are
JD Peterson, Scripted.com
Chief Revenue Officer
@jd_peterson
John Hall, Influence & Co.
Co-founder and CEO
@tweetJohnHall
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What Is Thought Leadership?
The intent of thought leadership is to become a
trusted source of information so your audience
views you, an author, as an authority figure and
your company as a top contender in its
industry.
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How Thought Leadership Builds Trust
Companies need to invest in marketing vehicles
that allow them to establish a level of
authenticity with their audience.
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Understand
what’s valuable
to your
audience.
Use magnetic
brand
messaging so
everyone can get
something out of
the relationship.
Stay true to your
brand image;
consumers will
spot any
disconnect.
Content That Builds Trust
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Challenges Brands Face When Building a
Thought Leadership Strategy
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Most brands don’t have all the time, processes, or key
employees in place to create and execute a successful
thought leadership strategy.
Lack of Understanding of How to Utilize
Resources
Hiring an in-house
content team
Outsourcing your content
marketing efforts
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Social presence
Public relations
Sales
Recruitment
SEO
Failure to Align Strategy to Business Goals
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If you haven’t outlined your business goals, you won’t have a
defined measure of success. You run the risk of getting stuck on
vanity metrics (social shares, etc.).
Undefined Measure of Success
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Inadequately Leverage Published Content
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JD Peterson, Scripted.com
Chief Revenue Officer
@jd_peterson
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Wh o I s S c r i p te d ?
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Ways You Can Make Thought
Leadership A Practical Part Of Your
(Content) Marketing Strategy
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- Be specific
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- Strive for unique
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“Do something everyone else in your field thinks is dumb, a
nd be right about it”Lauren Hockenson, “How To Be A Thought Leader”, Mashable 7/9/13
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- The more the
merrier
(sort of)
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- Variety is your
best friend
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New eBook
Coming Soon!
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- Tap the crowd!
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A Rise in Niche Media Platforms
"The largest non-media companies on the planet will continue to fleece
successful media companies of their journalists, editors, and
broadcasters.” – Joe Pulizzi, founder of Content Marketing Institute
Employees and Customers Will Get Involved in Content Creation
"[Next year] will bring decentralized content creation programs with
participants across the company (not just marketing), as well as
content initiatives that rely on user-generated content in expanded and
highly strategic ways.” - Jay Baer, president of Convince & Convert
Future Trends: What Big Players in the Space
Predict
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There Will Be a Fundamental Shift in Thought Leadership
"For companies that sell to other businesses (like professional
services), the litmus test of an effective content marketing program is
always to ask the question 'Will our customers and prospects find this
to be useful?'" - Tim Williams, founder of Ignition Consulting Group
Vertical Channels Will Present Lucrative Opportunities
"A curated, consistent, trusted voice that sits inside this tsunami of
commoditized content will be where consumers will turn to satiate their
passion or need for business information. And advertisers who want to
have meaningful and engaging conversations with their most important
customers will follow them." - Newell Thompson, vice president of
content marketing and strategies at Time Inc.
Q & A
THANK YOU!
