Ask An Expert: What is thought leadership and how can you use it?

Thought leadership puts you at the centre of your PR and marketing efforts – leveraging who you are and what you know. It can be a powerful tool when used correctly, giving those around you the benefit of your knowledge while offering you a chance to promote your organisation.

If you think you don’t have what it takes to be a thought leader, then think again. You’re living and breathing the industry you work in, so the chances are you have a wealth of knowledge to share with your peers.

Here are Jenny Brookfield‘s top tips for establishing yourself as a thought leader.

Where do you want to be heard?

Thought leadership is commonly shared on social media platforms such as LinkedIn but you can become a voice for your business in other ways too. Will you share your expertise via blogs on your company website or share your thoughts with business and trade publications? Think about in-person events too, such as panel events and round tables where you may be able to get speaking opportunities.

Think about your areas of expertise

Look at your strengths and try to come up with key topics you feel well placed to discuss. You don’t necessarily have to stick stringently to these but it can be useful to think about general areas you’d feel comfortable commenting on, whether it’s subjects linked to what your business does (eg. manufacturing, health, tech) or knowledge you have on aspects of business (eg. succession planning, skills, company culture).

Be authentic

Once you’ve established what you can offer as a thought leader, make sure you don’t lose what makes you and your knowledge special. Stick to what you know, offer insight on industry topics and share what they mean for you and your business. Vitally, avoid being too salesy or people will switch off. And don’t be afraid to be too personal. People buy from people, so try to share your opinions and real-life experiences, whether online or in person.

Variety is the spice of life

If you’re sharing your thoughts online, don’t worry if every post or blog isn’t about your business, they shouldn’t be. Ensuring a good mix of business and personal insight will mean readers won’t get bored of seeing the same old thing. Keep people engaged by offering value.

Go beyond your initial thought

Once your insight is out there, the work doesn’t stop. If you were speaking at a panel event, you wouldn’t cover your ears when a listener responded. That should be the case wherever you’re sharing your expertise. Engage with your social media followers if they comment and share your thought leadership, comment and continue the conversation to add more insight.

Start your thought leadership journey using these tips and you’ll be well on your way to becoming a well-established, well-trusted voice for your industry.