fbpx

Effective content marketing tactics to establish thought leadership and authority

Establish thought leadership and authority using content marketing tactics_Simone Cunningham

FOLLOW & SHARE

 

 

How do you establish authority in content marketing? 

Well, in reality, this ‘authority’ or recognition as a ‘thought leader’ that you want to achieve is the end result. 

All the work you put in through your content marketing efforts in the months and years prior will eventually get you there一and that’s what this blog article is all about. 

I’ll show you exactly how to get started, so you can use thought leadership to expand brand awareness, attract higher quality leads and strengthen existing customer relationships.

 

Listen to the podcast

 

3 content marketing tactics to establish thought leadership and authority

 

 

My content marketing clients and coaching clients often tell me things like “we want to build authority in our industry”.

“I want to be the go-to source and the expert”. 

Essentially, the goal is to become the number one brand, business, or authority in their space.

And it’s a fantastic goal. But how do you get there? You start by establishing authority through your content marketing.

As someone who’s been in the media, public relations, and content creation world for my entire career, I’ve seen the power of thought leadership when done correctly. 

On a high-profile scale, you’ve seen it as well. Think Oprah, Elon Musk, and Brené Brown.

However, becoming a thought leader is also a natural progression for many less-known but still successful entrepreneurs and business owners who have knowledge and insights to share. 

 

What is thought leadership content? 

 

I define thought leadership as using your expertise and experience to educate and inspire your audience. You’re consistently thinking about and answering the questions your target audience has on their minds.

Creating thought leadership content is a tactic that business owners and entrepreneurs can use in content marketing to build credibility and industry authority so they can be recognised as experts in their space.

 

How do you establish authority in content marketing? 

 

Essentially, all the content you share with your audience has the potential to establish your authority. However, some pieces of content naturally lend themselves to thought leadership.

Any content where you’re delving a little deeper and answering not just the ‘why’, but also the ‘how’ can become thought leadership pieces.

If you’re trying to get your audience to think about your topic in a new way and motivate them to take action, there’s a good chance that it’s a thought leadership content piece.

If you are using your content to promote your business’s offering in a not very subtle way, it’s not thought leadership, it’s basically an advertisement.

Thought leadership content examples 

 

Examples of thought leadership content are educational content or commentary that talks about best practices, tips and how-tos. These include:

  • long-form articles
  • ebooks
  • guides
  • reports
  • videos
  • webinars
  • podcasts.

In this type of content, you’re really focusing on your audience’s needs (although all of your content should be doing that). 

You need to research what people are asking generally online, and also within your industry.

As you continue to create content with a customer-focused mindset, your brand gains authority, and over time you begin to be considered a thought leader in your space.

Like with all content marketing, this is not a quick process. 

However, as you develop consistent content that resonates with your audience, you’ll begin to be considered a thought leader in your area of expertise.

 

thought leadership content examples

 

3 content marketing tactics to establish thought leadership and authority 

 

Tactic 1: Create content that’s original and authentic 

 

I know this is easier said than done, but to become a thought leader you need to consistently share content that’s relevant to your industry and show your command over your subject matter. 

This is where you highlight your unique industry experience and start conversations about what’s happening in your space.

The higher the quality of your content, the more your audience will trust you.

Any content where you’re delving a little deeper and answering not just the ‘why’, but also the ‘how’ can become thought leadership pieces. 

Some of the formats of thought leadership content to consider include authoritative guides. These include:

  • how-to articles and videos
  • guides and listicles that explain a topic thoroughly.

Also, consider writing opinion pieces that discuss your industry’s developments and updates, and offer thoughtful insights. 

Next, you can develop expert content that shows off your expertise. Such as:

  • reports
  • research
  • studies
  • white papers
  • technical documentation. 

Finally, look at developing thought leader resources that your audience will find valuable. These include downloadable:

  • templates
  • worksheets
  • cheatsheets
  • tools.

Resources for you [Download]: Sellable StoryFinder Template

Also, consider how you are delivering your content and make sure it’s packaged in a way your audience will respond to.

According to research by Sprout Social, the 5 types of social media content marketers found most valuable in 2021:

  1. Videos – 54%
  2. Images – 53%
  3. Text-based posts – 30%
  4. Stories – 25%
  5. Live videos – 25%

Types of content marketers say are most valuable for social goals_Simone Cunningham

Infographic data sourced from Sprout Social Index.

 

Tactic 2: Promote your content and pursue opportunities  

 

As a thought leader, one of your main jobs is to delve into the problems your audience faces and the trends that impact them and deliver insightful content on the platforms they hang out most.

LinkedIn is one of the most natural places to share thought leadership pieces to engage with customers and potential customers, however, all your social media channels and your website should feature your authority content.

If people enjoy what you’re sharing on social media, they will regularly check-in, follow you and start to engage with you.  

Think about how you can share your content more broadly through public relations opportunities such as media interviews and podcast guest appearances

Resources for you [Download]: Podcast Guest Checklist

Related blog: How to prepare for a podcast interview [Be a good podcast guest]

 

 

Offer yourself through media releases and media pitches as a source for online publications, industry-related blogs, and as a guest speaker at events and panel discussions, either online or in person.

Look to get your content published as widely as possible. 

If you want some assistance with that my Publicity Boss 1:2:1 live online training courses, will give your thought leadership the kickstart it needs.

 

authority content marketing_used

 

Tactic 3:  Prioritise giving value in your content  

 

Being a thought leader means you are the expert, and your audience expects you to publish in-depth and high-quality content. 

This also means providing meaningful tips and insights, rather than pushing out filler content to make your feed look busy or meet your social media content quota.

Every time you share something with your audience, it needs to help them solve a problem or show them something useful. In other words, it needs to be valuable to them.

Think about how you can be bold and innovative, provide original research, and make predictions about the future of your industry.

Ideally, you want you and your business to be known as a trendsetter rather than a trend follower.

Also, consider if there are influencers that already have authority that you can join forces with so you can tap into a wider audience.

Reach out to them for collaboration opportunities that include guest writing, guest speaking, and guest interviewing

If thought leaders in your industry start to create content that endorses you, your services, and your products this will help you to establish authority and grow your audience.

Related blog: 3 ingredients for a compelling PR story pitch [Plus email template]

 

 

thought leader collaboration

 

In summary

 

Effective content marketing tactics to establish thought leadership and authority:

Tactic 1: Create content that’s original and authentic

  • Delve deeper. Answer the ‘why’
  • Use formats such as guides where you can explain a topic thoroughly
  • Develop thought leader resources.

Tactic 2: Promote your content and pursue opportunities

  • Share your content on social media and on your website
  • Use your content to pitch to the media, podcasts and industry-related publications.

Tactic 3: Prioritise giving value in your content

  • Publish meaningful tips, insights and original research
  • Collaborate with influencers in your industry
  • Seek to get an endorsement from thought leaders to grow your audience.

 

[Infographic] Establish thought leadership and authority

 

For a visual summary of today’s blog see the infographic below: Effective content marketing tactics to establish thought leadership and authority.

 

[Infographic] How to establish thought leadership and authority using content marketing tactics

 

[Download] Content Marketing For Thought Leaders Cheatsheet

 

If you would like some key points to back to from today’s blog, remember to download your free Content Marketing For Thought Leaders Cheatsheet.

 

Ready to be a thought leader?

 

If you would like to get started with leveraging your expertise and promoting it through your content marketing, I have some personalised courses that may interest you.

My Content Boss and Publicity Boss 1:2:1 live online training courses both feature thought leadership modules to help you develop the right kinds of authority content, while showing you how to promote it effectively.

I have limited spaces available in my 3, 6 and 12-week courses, so reach out to me to discuss what course is the right fit for you.

 

Want more public relations and content marketing tips? 

 

For more great resources about public relations, interviewing, podcasting content creation, content marketing, and video marketing be sure to check out my new podcast ‘Improve Your Content in 7 Minutes”, or find me on your favourite streaming app.

If you’d like to learn more top tips on how to pitch to the media, podcast hosts and online publications read this article or listen to the podcast episode below.

 

Simone Cunningham

Simone Cunningham

CEO Simone Cunningham Media & eWords Agency

Simone is a public relations and content marketing strategist. Partnering with businesses and individuals over the last 20 years to achieve their content and publicity goals.

Simone Cunningham VIP

SUBSCRIBE TO MY VIP LIST. Want my latest tips, bonus resources and exclusive offers delivered to your inbox?

Have something to say? Comment below.

0 Comments

Submit a Comment

Your email address will not be published.

SIMONE CUNNINGHAM

SIMONE CUNNINGHAM

CEO Simone Cunningham Media & eWords Agency

Simone is a public relations and content marketing strategist. Partnering with businesses and individuals over the last 20 years to achieve their content and publicity goals.

CONNECT WITH ME ON SOCIAL MEDIA

NEW COURSES AVAILABLE

Publicity Boss
and

Content Boss

Online live 1:2:1 training sessions

3 weeks
6 weeks
12 weeks

SUBSCRIBE TO MY VIP LIST

Be a VIP SIMONE CUNNINGHAM

Want my latest tips, bonus resources and exclusive offers delivered to your inbox?

Recommended For You

Establish thought leadership and authority using content marketing tactics_Simone Cunningham
ARTICLE, CONTENT CREATION, CONTENT MARKETING

Effective content marketing tactics to establish thought leadership and authority

Establishing thought leadership and authority through your content marketing is not difficult when you follow these 3 content marketing tactics.
11 May 2022
How to find PR stories in your business. newsworthiness guaranteed_Simone Cunningham
ARTICLE, PUBLIC RELATIONS | MEDIA

How to find more great stories in your business [Newsworthiness guaranteed]

This article will show you how to find more stories in your business and help you identify what a good
5 May 2022
Simone Cunningham How to attract customers by being authentic
ARTICLE, CONTENT MARKETING

What is vulnerability in content marketing? How to attract customers by being authentic

TABLE OF CONTENTSListen to the podcastWhat is vulnerability in content marketing? Step 1: Do some self-reflection before creating vulnerable contentStep
27 April 2022
Simone Cunningham_ How to prepare for a podcast interview [Be a good podcast guest]
ARTICLE, VIDEOS | PODCASTS

How to prepare for a podcast interview [Be a good podcast guest]

Learn how to prepare for your next podcast interview, and how to be a good podcast guest so you can
20 April 2022
Simone Cunningham