Using Content to build thought leadership

There are many ways to highlight your brand and what it does, content being one of the main and most effective ways of doing so. Content can also be a very effective way to highlight your expertise and knowledge of the industry. The goal is to get your brand front and centre, both online and offline, when people are searching for solutions that you can provide.

In marketing, thought leadership is a tool that establishes you as an expert and authority in your industry. By establishing your brand as a reliable and go-to source of information and expertise in the industry, it will improve brand awareness as well as market value. Here are a few ways in which content can help build thought leadership:

Build credibility

To establish yourself as an expert and authority, you need to prove that you are a credible and reliable source of information. This can be done by illustrating your knowledge and know-how by providing relevant and accurate answers to your audience’s questions and concerns. Providing people solutions and answers will ensure that your audience gets an insight into the level of expertise of your organization and your employees.

For instance, a local fitness studio can demonstrate their knowledge on fitness and nutrition by having instructors contribute to blog posts providing advice and answering questions about health and wellbeing. You can also monitor local Facebook pages and answer any questions locals have pertaining to your industry or in case of offline efforts, go to relevant local events and community gatherings to provide expertise.

Move beyond your website

While your website is an optimal place to provide information and expertise to your audience and customers, expand your online presence beyond your website. The goal is to drive traffic to your website, so find ways on social media and online forums to do so. For example, ask questions to experts in Facebook ads and provide a link to your website for the answer or create short video ads that get people excited and ultimately direct people to your website to learn more.

Foster partnerships

Build strong connections within the community by focusing on strong partnerships rather than sponsorships. Create mutually beneficial relationships with local organizations with whom you share a common audience. These relationships will enhance your visibility, build your reputation since you have the green light from another business and open doors for new opportunities.

The best kind of partnerships are active partnerships. Don’t just be partners on paper, actively promote and foster your partnership by sharing content with your partner, featuring their experts on your website and participating in each other’s events. Don’t forget to share each other’s content on social media as it will help boost your online presence and visibility.

Create useful branding material

Last but not least, don’t be lazy and just hand out brochures as promotional material. The most likely place the brochure will end up is in the trash. Give your audience something that focuses on your expertise and something they are more likely to hang on to or use. If you’re at loss for what kind of promotional material to provide, then even a refrigerator magnet will do the job better than a brochure!

Ronn Torossian
Ronn Torossian
5WPR Founder & CEO Ronn Torossian is a native New Yorker. Torossian has grown his PR Agency, 5W Public Relations, into a top 25 United States PR Firm. The company is headquartered in the iconic Helmsley Building in midtown Manhattan. Ronn resides with his children on the Upper East Side of New York City. Author of best selling PR Book "For Immediate Release", you can find regular contributions of Ronn's writing on the Huffington Post, Business insider, Fox News, Everything-PR, the Observer, Wired Insights and many other publications.
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