Seven Resources on Online Thought Leadership Marketing and Public Relations
Experienced thought leadership research. Malcolm Gladwell in his new book Outliers says it takes 10,000 hours to have enough knowledge and experience to become a thought leader.
Thought leadership marketing. 13 Essentials by Larry Chase on thought leadership. A fantastic read and overview.
Thought leadership for public relations. An interesting read from Duct Tape Marketing on leveraging leading ideas via thought leadership for media relations and PR.
Thought leadership with social media. Pragmatic marketing suggests using social media for thought leadership. I would add using online pr, networking events and real world community engagement, and slideshare to the list for maximum thought leadership.
Thought leadership principles. Marketing Savant suggests 7 fantastic criteria for thought leadership from the Bloom Group: Focus, Novelty, Relevance, Validity, Practicality, Rigor, and Clarity. I think relationships are more important than this rubric gives them credit. And online certainly design and user experience are part of the thought leadership puzzle.
Listening for Thought Leadership. Using Google reader to stay up to date with the industries’ leading blogs and websites is critical to understanding where your industry and customers are moving toward. Education, listening, and learning are critical for any thought leadership program.
Strategic Risk taking and Thought Leadership. One might suggest Seth Godin as the go to person for taking calculated risks based on his book The Dip. Or perhaps you would like to crowd source your answer with 100 Wisemen or Predictify. With the Enron collapse, it seems management consulting firms are so very 2001.
David Meerman Scott’s Thought Leadership Guidelines. In addition to suggesting people use nine core social media tools (webinars, blogs, podcasting, video, wikis, whitepapers, e-books, research surveys and reports and email newsletters) he suggests the following principles or guidelines:
• Do not write about your company and your products! Thought leadership content is designed to solve buyer problems or answer questions and to show that you and your organization are smart and worth doing business with. This type of marketing and PR technique is not a brochure or sales pitch. Thought leadership is not advertising.
• Define your organizational goals first. Do you want to drive revenue? Encourage people to download something?
• Based on your goals, decide whether you want to provide the content for free and without any registration (many more people will use the content, but you won’t know who they are) or whether you want to include some kind of registration mechanism (much lower response rates, but you build a contact list).
• Think like a publisher by understanding your audience. Consider what market problems your buyer personas are faced with and develop topics that appeal to them.
• Write for your audience. Use examples and stories. Make it interesting.
• Choose a great title that grabs attention. Use subtitles to describe what the content will deliver.
• Promote the effort like crazy. Offer the content on your site with easy-to-find links. Add a link to employees’ email signatures—and get partners to offer links as well.
• To drive the viral marketing effects, alert appropriate reporters, bloggers, and analysts that the content is available, and send them a download link.
What are your thoughts, opinions, or resources on thought leadership for marketing and pr? Is thought leadership even an effective method of public relations and marketing? Are you looking for a Nashville public relations firm or company?