As an expert in your industry, is your voice loud enough?
Your work fuels you, and through years of committing yourself to it, you have learned unique insights and angles that helped you master your craft. You are an executive making an impact on your field with a clever business model and a stream of products or services that your stakeholders trust.
As an executive, you have a voice that’s valuable to your network of fellow industry leaders and the people committed to your business. Establishing yourself as a Thought Leader will benefit your business in several ways:
- Increased business awareness
- Strengthened consumer trust
- Enhanced employee engagement
- Improved personal branding
- Heightened stakeholder interest
- Higher revenue
You can make waves in your industry to inspire innovators and demonstrate to stakeholders what they could gain from relying on your business. By positioning yourself as an expert, you will represent your company as a trustworthy, authoritative voice.
So, where do you share what you have to say? You may post some news stories on your company website or send regular newsletters but could be missing out on excellent marketing real estate online.
Thought Leadership Over Social Media
As an executive, you’ve probably been given an earful on the value of social media for business marketing and increasing brand awareness. You have a team committed to sharing your company message and promoting your services. But what about you?
Executives who are active on social media, including Twitter, LinkedIn, Instagram, and Facebook, can make an immense impact on their business success. Your voice can make an impression on how stakeholders, employees, and other industry organizations view your company. You could boost your company’s reliability by demonstrating your industry wisdom and business values.
According to a recent BRANDfog study, “82% of people are more likely to trust a company whose leadership team engages with social media.” Furthermore, 82% believed that if a CEO is active and highly engaged over social media, they seem to be better qualified as a company leader than those who opt out of engaging on social media.
Establishing trust matters for your consumers and your employees, too. As a spearhead for a company, your employees see you as an expert. They’re looking to you for sharing industry insights and any company-related news that could impact them. Your presence through social media adds a personal touch to your business. It will help committed workers feel more connected to their executive, which will make them want to invest their time and energy to achieving your collective business goals.
Increasing Brand Awareness
As an executive, your role on social media could set the tone for your business branding. You can subtly promote your company principles and services to your consumers more organically. Your personal account may develop a unique following of other industry leaders, coworkers, employees, and people who are curious about your success who want to know how you’ve built your empire. With this vast pool of followers, you can naturally spread brand awareness without making it seem like overt marketing. You can access passive consumers who may not have been seeking your company services but are now willing to invest in your organization after learning about you—through YOU.
As you continue to share valuable knowledge and updates related to your business and industry, you’ll build brand awareness and gain consumer trust. You are the face of your company, and by sharing your personal voice, you humanize your business. Think of Mark Zuckerberg and Facebook, or Angela Ahrendts and Burberry, for example (both heavily active on social media). You can positively represent your business and add some personality to your platform. Engage with your followers, connect them with your company, and watch them support your brand.
Converting Followers Into Stakeholders
By establishing yourself as a Thought Leader through your personal accounts, your company will build a bigger following, ultimately leading to increased business and revenue. If your content is engaging, informative, and naturally leads your post readers to take action, you could be contributing to your business growth. Following effective SEO and web-writing practices, even through your social media, will improve your ranking in online search engines, driving traffic and ultimately increasing business.
Remain active and engaged with your social media network by commenting on other leaders’ posts, sharing their related content, responding to messages, and more. You could bring further attention to yourself as an expert on your industry and your company. By following these social media practices, you’ll expand your network and get higher web traffic conversion rates for your company website.
Your Article-Writing.co Thought Leadership Package
At Article-Writing, we understand that you have a lot on your plate as a company executive. Let us take the load off and represent your personal and professional brand through a strategically-planned Thought Leadership Package. We’ll share your voice over social media and create valuable content that will position you as an authoritative voice in your field.
Let our team of Article-Writing content marketing professionals help you establish the best Thought Leadership Package that represents you and your successful business.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.