Why Thought Leadership is Important for Your PR Strategy
In order to make an impact, a good PR campaign needs to include strategic planning. The divisive strategy that is created early on will help to set a client apart from their competitors within the industry. The long-term goal with any PR campaign is to ensure we’ve reached the level of success our clients strive for. It’s one of the many reasons businesses turn to PR firms to help get them to that next level.
At JMG PR, we strategically position our clients in a thought leadership role. Being looked upon as an authoritative figure boosts a brand’s value, builds trust on many different levels, and provides an edge within the market, thus making it a great way to organically increase one's visibility. Becoming the “go-to” authority brings a wealth of opportunities. As a business or brand continuously demonstrates their expertise, they’re also building a loyal audience and earning the respect of other industry professionals and consumers alike.
In an effort to generate sales, businesses must gain the trust of potential customers. When they find you credible, they will then want to work with you. It’s essential to stand out from the competition because without trust, it’s difficult, if not impossible, to build the genuine and lasting relationships needed in order to succeed. Sharing thoughts and insights, and showing that you’re leading the way attracts attention. Through the help of media interviews and leveraging the power of social media, following increases, and your footing within your industry strengthens. The more media traction you gain, the more coverage and speaking engagements come your way. When you think about the type of content you want to share, it’s important to keep in mind it must be original, well-researched, and must add something new and of value to the conversation. Being able to set yourself apart from others within the industry is key to being the leading source of information.
In addition to understanding the importance of being a thought leader, it’s important to understand the necessary steps that need to be taken in order to achieve such a title. As we work hard behind the scenes to get you front and center, I’m sharing some of the ways in which we ensure our clients' success.
Be Accessible
As a thought leader, it’s all about visibility. Be prepared to engage with the media, whether that means in person, on social media, or even by phone. Engaging with your audience on a consistent basis is the key to building trust and establishing relationships.
Journalists often seek out the people they know they can rely on, whether it be for a full length story, or even a quote or two. Being available, especially on short notice, is the key to being top of a journalist’s mind.
Be Generous
Generating content is one of the biggest paths towards thought leadership. When thinking about the type of content you want to share, keep in mind that it should be pertinent and provide value. Your audience should also be able to access your expertise in a simple manner, that’s why accessibility is key.
Be Consistent
Whether you’re sharing content through written blog posts, videos, interviews, graphics, it has to be on a regular and consistent basis. Consistency breeds dependability. Followers will look forward to your posts and continuously return to hear what you have to say.
Studies show that the more content posted per month, the more traffic you’ll see to your social channels. A regular stream of content goes a long way in showcasing one’s knowledge and ability within a particular industry.
Leverage Social Media
Part of the PR strategy includes promoting published content on a client’s various social media platforms. It’s an opportunity to talk about the content that’s been created and direct the audience to where it can be found in its entirety.
One tip to keep in mind is when creating content, do not promote your brand or products within it. Content should help to provide insight and information to the audience, but any self-promotion will weaken the value of your message and come across as purely opportunistic, the very opposite of what thought leadership represents.
Collaboration
On occasion, partnering with other high-profile executives within your industry can increase your influence. Whether that’s through blog posts, interviews, speaking engagements, these are just a few of the ways in which you can put collaboration over competition at the forefront.
Guest Posts
Bylines are important tools to keep in the toolbox. Nothing shows off your expertise more than having published articles appear in or on popular publications and websites. As PR campaigns are fleshed out, we figure out which outlets the audience frequents and figure out how to secure our client’s name gets in the mix.
Thought leadership requires continually showing your audience you have the answers they seek. And as one's ability to develop leads and convert them into consumers continues to grow, so does their success.