Thought leadership comes in many different packages. <\/p>\n\n\n\n
There are branded magazines, columns in mainstream publications, blogs, and podcasts. There are Twitter threads and LinkedIn live streams. <\/p>\n\n\n\n
The type of format you use depends on a few different factors, but most importantly: <\/p>\n\n\n\n
If you\u2019re just getting started with thought leadership, it can feel daunting. This post will help you understand some of the many formats you can use, with examples of each type. <\/p>\n\n\n\n
Let\u2019s get started!<\/p>\n\n\n\n
Blog posts and owned articles\u2014think Medium or LinkedIn articles, for example, which anyone can write and post\u2014are probably one of the first things you think of when you\u2019re considering thought leadership. <\/p>\n\n\n\n
Since your brand owns this content, it\u2019s obviously the easiest way to get started. There are no gatekeepers, applications, or deadlines (other than your own). You can write this on your own, or have someone on your content or marketing team ghostwrite for you. <\/p>\n\n\n\n
Related post:<\/em><\/strong> <\/em>Ghostwriting: Be the Expert, Outsource the Rest<\/em><\/a><\/p>\n\n\n\n Another benefit of starting with a blog or other owned platform is that you can post as often as you\u2019re able to, helping to generate traffic and boost your brand\u2019s SEO quickly. <\/p>\n\n\n\n If you\u2019re looking to become known as an individual thought leader (in other words, known by your name, not just your company) then it\u2019s critical to ensure that you are posting under your name on your blog. This will be done through your author settings on your content management system\u2014ask your IT team if you don\u2019t know how to set it up yourself. <\/p>\n\n\n\n Example to emulate<\/strong>: HubSpot.<\/a> Hubspot\u2019s blog is one of the best in the B2B marketing<\/a> and sales industry, and a perfect example of brand thought leadership (as opposed to individual thought leadership). They post lengthy, substance-rich posts frequently, which has helped them own the conversation on multiple topics related to CRMs, marketing automation, and more. <\/p>\n\n\n\n Contributed articles are pieces that you submit to other publications, whether you pay for the privilege (these are called sponsored posts) or not. <\/p>\n\n\n\n These types of articles have an advantage over blogs in that you\u2019re reaching a wider audience\u2014and it\u2019s generally an audience that consists of people who\u2019ve never heard of you or your brand. <\/p>\n\n\n\n Plus, If you can get a regular column in a mainstream publication like Forbes or Inc, or in a trade publication, you can gradually build an engaged audience that will not only follow you and share your content more widely, but also get familiar with your company. <\/p>\n\n\n\n Example to emulate:<\/strong> Zen\u2019s CEO and founder, Shama Hyder<\/a>, writes a regular column in Inc. magazine about tech and marketing tactics<\/a>. The articles are grounded in her take on the marketing industry, with an eye to trends and the industry\u2019s future. <\/p>\n\n\n\n This is, by far, the most resource-heavy text-based format your thought leadership can take. <\/p>\n\n\n\n A branded publication is a magazine, print or online, that your brand owns and funds. Other than that, however, it\u2019s similar to any other publication\u2014there are articles by multiple writers, photographs, dispatches, etc. While these are owned and operated by a brand, successful ones have to ensure they steer clear of too much self-promotion. This is the case with all thought leadership, but it\u2019s especially important for an undertaking as large as a publication. Readers may forgive a single tactless sentence in a 1000-word article, but if they\u2019re scrolling through your publication and see five or six pushy mentions scattered throughout, they\u2019re much more likely to abandon you. <\/p>\n\n\n\n If your company has the time, money, and bandwidth to create a great branded pub, it can be an opportunity to make a huge impact in your industry. <\/p>\n\n\n\n However, it\u2019s important to note that many brands, even large ones like Airbnb and Casper Mattresses, have embarked on ambitious branded publication efforts, only to shutter them after a few issues. <\/p>\n\n\n\n Example to emulate:<\/strong> Adobe\u2019s CMO.com is one example of a branded publication that\u2019s become an industry standout for thought leadership. With minimal branding and a wide variety of articles by experts from both inside and outside Adobe, the website has become a leader in providing informative and entertaining content for those in the marketing and branding industries. <\/p>\n\n\n\n More comfortable talking than you are writing? Then a podcast may be the right form for your thought leadership to take.<\/p>\n\n\n\n The good news is that the actual making of a podcast requires little more than a strong wifi connection and a good microphone. There\u2019s a low barrier to entry, both in terms of time investment and resource procurement. <\/p>\n\n\n\n However, you\u2019ll need to do more than just turn on the mic and start talking, even if you are a practiced public speaker and know how to hold an audience\u2019s attention. Good podcasts take planning and practice. After all, there are more than 500,000 active podcasts on the internet. To stand out, you\u2019ve got to nail your message, communicate your personality, and continually find engaging topics. <\/p>\n\n\n\n A few pointers to keep in mind: <\/p>\n\n\n\n Examples to emulate<\/strong>: The Distance by Basecamp, which explores wisdom from companies that have been in business for 25 years or more, and The Business Storytelling Podcast, which features content and storytelling tips, as well as interviews, from content marketer Christoph Trappe.<\/p>\n\n\n\nContributed articles<\/strong><\/h3>\n\n\n\n
Branded, owned publications<\/strong><\/h3>\n\n\n\n
Podcasts<\/strong><\/h3>\n\n\n\n
\n
\n
\n