Too many business owners make this big mistake: They view their content marketing efforts (blogs, social media posts, presentations, videos, podcasts, email newsletters, etc.) as advertising. And while self-promotion can certainly be woven into these marketing tactics, I would argue that true content marketing is about establishing thought leadership.
Let me explain!
You have competition in your industry, right? But no other company is exactly like yours; you have your own secret sauce, special expertise, and unique approach.
Yet the average outsider might not notice your differentiators. To avoid blending in with the crowd, you can establish yourself as a thought leader. This helps you build brand credibility, showcase your expertise, and grow your business!
In other words, by positioning yourself as an expert, you improve your brand’s visibility online. Let’s explore how embracing thought leadership can significantly propel small business growth!
Why Should You Want to be a Thought Leader?
Thought leadership is not just about being knowledgeable; it’s about being known for your knowledge, and using this expertise to help others.
Of course, this “help” that you’re providing is very often delivered through your paid products/services, but a real thought leader (IMHO!) also gives their knowledge freely.
That’s how you attract new people to your products/services, after all!
Thought leaders share insights that are actionable, innovative, and influential. They inspire people to follow them, trust them, and rely on them for authenticity.
For small businesses, embracing thought leadership can be a game-changer! Being known for your knowledge sets you apart and attracts more customers/clients to purchase from you.
How to Become a Thought Leader Through Content Creation
Becoming a thought leader doesn’t happen overnight, but you have to start somewhere. My number one piece of advice is to be consistent.
I have a client who started her business ten years ago, and one of the first things she did was begin writing a blog. She published new posts every single week, and over time, she began to build a loyal following who found her content valuable in her niche. Those followers found her because she published those blogs on her website, distributed them via social media and email newsletters, and she showed up consistently!
She got to the point where she could hire a content writer to help her with all this content (me!) and today, in addition to her blog and social media presence, she has a weekly podcast, hundreds of YouTube videos, a large team, and a 7-figure business.
Ready to make this work for you? Let’s walk through the four steps to building thought leadership through your content marketing!
Step 1: Identify Your Audience’s Interests
Who are your ideal customers/clients? As a business owner, you have (most likely) already identified the ideal audience that would be interested in your offers!
But now I want you to go deeper. What does your audience care about (when it comes to your industry)? What questions, concerns, objections, and motivations do they have?
For example, if you’re a family photographer hoping to reach moms with children in the home, do they care about photo aesthetics? Are they concerned about choosing a shoot location? Or getting their kids to participate? What is motivating them to get family photos taken? Do they need to be convinced that they need family photos, or are they already in the market?
Here’s another example: Let’s say you’re a real estate agent who would like to reach enterprising couples looking to buy a second home to use as a vacation rental. What is most important to this audience? Are they concerned about market viability? Logistics and regulations in the vacation rental business? Do they care about an agent’s experience? Do they already have a general location picked out, or do they need some guidance?
Digging deeper into your audience’s motivations will help you with step #2!
Step 2: Brainstorm Content Ideas
Personally, I find this to be the most fun part of the process! I put together an entire article about how to brainstorm social media posts for your business, although this same process can be used to come up with other content ideas for your blog, video, podcast, etc.
Generative AI is also an excellent tool for brainstorming content ideas. Tell a program like Magai about your business, your audience, and their motivations (from step 1, above), and then plug in a prompt like one of these:
- “What are 20 social media post ideas that my audience would enjoy?”
- “Tell me 10 concerns or worries my audience might have regarding [your product or service].”
- “Here are the titles of the last 15 blogs I wrote; can you give me ideas for 15 more?” (works for podcasts, too!)
- “I’m writing an ebook about [topic] that will include [number] chapters. Some of my key points include [list]. Write me an outline.”
Side note: I’m actually an affiliate partner for Magai because I LOVE its interface and ability to save personas, prompts, and brand voices. Visit this link to get a 7-day free trial.
Step 3: Create a Content Calendar
Maybe it’s the organization nerd in me, but I would never just start creating content without some type of calendar! It’s very helpful to have a structure in place, so that you’re not repeating yourself, creating too much (or too little) content, or missing out on opportunities for crossposting.
This blog article includes an easy, step-by-step guide for creating a custom content calendar for your business. A simple Google Sheet or Asana board will do the trick!
Step 4: Deliver Your Content
This is when you get to start creating the content that will build your reputation as a thought leader. If you’re feeling stuck, this blog article includes five ways to get the gears turning so that you’re not staring at a blank page when you’re writing your video script, blog, email newsletter, or other piece of content.
It’s always helpful to have a second pair of eyes review your content before it gets published. I have an awesome copy editor who reviews all my blogs before they’re posted. Whether you bring on a team member to do this or have a trusted friend who can give you feedback, don’t skip this step!
Time Saving Tip: Crosspost your content!! Your blog can also go on your LinkedIn profile (or your company’s LinkedIn page) as an article. Your podcast can also be posted as a video podcast on YouTube. Your vlog can be broken up into bite-sized Reels for Instagram. The possibilities are endless! The chances of anyone in your audience seeing that same piece of content, in all the places you posted it, are slim to none.
Harness The Power of Thought Leadership
I hope you’re feeling excited about putting yourself (or your brand) out there as a thought leader. Stepping into thought leadership can be transformative for your business. By consistently sharing valuable insights, you can build a robust brand reputation that attracts people to your business.
If you need help with any of the steps outlined above, my team and I can help fill in the gaps! Reach out to discuss your content marketing goals.