Adding Thought Leadership To Your Marketing Strategy

2018-10-31 by Ronn Torossian

Adding Thought Leadership To Your Marketing Strategy

Thought leadership is one of the most significant buzzwords to hit the marketing industry for some time now. However, while many people know about thought leadership – few business owners understand what it means to their company and their promotional methods.

Thought leadership is a specific kind of content marketing – designed to convince an audience of a company’s credibility. With thought leadership, marketing teams discuss specific topics that are relevant to their target market – often addressing these concepts from a unique perspective or talking about them with the use of specialist industry statistics.

Types of Thought Leadership

Almost all thought leadership content works best when it addresses the specific problems of a target market. When customers see that companies understand their issues and know how to solve them, they’re more likely to trust whatever it is that brand sells. Once a company finds a topic that they can demonstrate their leadership with, the key to success is knowing how to share that information in an insightful way.

Thought leadership marketing can appear in many different formats. Some of the most common options include:

·         Articles and blogs

·         eBooks or guides

·         Tutorials

·         Q&A Sessions

·         Interviews

·         Case Studies

When to Add Thought Leadership to Marketing

In a world where customers are having a harder time trusting the companies, they do business with – almost every company can benefit from a strategy that involves some manner of thought leadership. Ultimately, today’s clients and consumers are looking for evidence that the businesses they buy from can help them to solve their problems and live a better quality of life. While traditional methods of social proof can help with this, such as testimonials and reviews – thought leadership gives more weight to a business’s position in a niche.

With thought leadership – both B2B and B2C companies have the power to show their audiences, influencers, and investors that they understand their chosen marketplace and they know what it takes to get ahead of the competition. For customers, it’s the difference between doing business with someone who they just met – and reaching out for support from a specialist.

Of course, for thought leadership to be effective, companies need to make sure that they’re discussing the right issues and considering topics from the right perspective.

How to Create Effective Thought Leadership Content

To create the right thought leadership content for your business, begin by identifying the topic that is most likely to support the growth of a specific target audience. Identify the questions that customers are asking and find a way to answer those questions across multiple channels and formats.

Once businesses have created their thought leadership content, they also need to draw as much attention to it as possible. Often, this means collaborating with PR companies and influencers who can spread the word about their content through social media, industry publications, and specialist forums. The more people read the content, the more it will be shared, and the greater the company’s credibility levels will grow.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is one of the foremost Public Relations experts in the United States, with over 20 years of experience. He has won countless awards for leadership and entrepreneurship, and Ronn Torossian has transformed businesses through strategic and aggressive PR strategies.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities