Tags: Steps | Thought | Leadership | Fame

5 Steps to Increase Thought Leadership Fame

5 Steps to Increase Thought Leadership Fame

By Friday, 24 March 2017 06:55 AM Current | Bio | Archive

Some 70% rate thought leadership as important, highly important or of greatest importance, according to an Association of Management Consulting Firms (AMCF) study, and 94% say poor content lowers their opinion of a firm.

Because thought leadership is important to their clients, content marketing has become central to business operations for CEOs and entrepreneurs.

That’s because thought leadership content has been shown to increase revenue over time, according to the study, and companies getting the most business leads from thought leadership marketing spend 2.2% in revenue on developing content.

“The marketing department should create an editorial calendar for the CEO and hire a ghost writer,” said John McDougall, founder of Authority Marketing and author of Web Marketing On All Cylinders.

As the competition for readers' attention intensifies, so does the search and development of quality content. Below are five tips to achieving that goal.

Integrate Mobile-Friendly Content

When Google’s Accelerated Mobile Pages (AMP) logo is posted on a website, the indication is that web pages load quicker than most. “The emergence of AMP accreditation means that you have to pay a lot more attention to how your website loads on mobile devices, how you rank and whether you have the tools to understand where you're losing out,” said Cliff Edwards, director of marketing and communications with Searchmetrics in San Mateo, California.

Google’s AMP is creating a standard that entrepreneurs nationwide are adopting to optimize their thought leadership as content maintains its position as king.

"People on desktop or mobile start to notice when a site has slower load times, giving up on those websites and giving more preference to those that load quickly," Edwards told Newsmax Finance. On mobile, not having AMP means your site is not likely to get noticed at all.

Post Comprehensive Content

Increasing thought leadership status requires writing niche content beyond just 500 word blogs. While it’s preferable for CEOs and entrepreneurs to write their own content, it’s unlikely they’ll have the time. Professional bloggers, journalists and influencers can help with writing comprehensive content, which refers to articles that are more than 1,000 words and broken up with bullet points, video, podcasts and content that links to the blogs and websites of other experts.

“Ideally, you focus on developing your own blog over time that can then be turned into e-Books and PR materials,” McDougall told Newsmax Finance.

Throwing in a downloadable eBook is one way to build a subscriber base but content that includes an opinion attracts more readers.

“It’s important to take a position as the CEO to stand out as a thought leader in your industry,” said Zac Carman, CEO of ConsumerAffairs.

Smarketing is the New Normal

Smarketing is content that markets products and services with the underlying purpose of increasing sales revenue.

“Creating substantive content is a major component of our selling strategy. We emphasize the quality of content,” Carman told Newsmax Finance. “We have extensive guides that we create to promote brands and to inform consumers before they make major purchases.”

The goal of smarketing is to have measurable targets that both marketing and sales teams agree on for mutual accountability, according to Hubspot.

“As long as the ghost writer is talking to the CEO and getting input on what to write from the CEOs voice, the content will be effective,” McDougall said..

Smarketing is also the act of using content to stay in touch with clients and consumers. Turning a series of blogs into a short printed book can then be used to entice followers.

“Emailing and snail mailing guidebooks, pamphlets, articles, blogs and eBooks to prospects is one way to spark a conversation that can lead to sales,” said McDougall.

Be Consistent About Posting Content

It might take a year or two for the impact of posting content, sharing and reaching out to influencers to show up in company data as being effective. That’s because of the ever-evolving Tipping Point, which is the moment when small actions taken over time lead to a sudden new reality in an existing situation as discussed by Author Malcolm Gladwell in his book of the same name. “A lot of CEOs and entrepreneurs would like to think that the tipping point occurs somewhere between three to six months but it’s more like two years,” Carman said.

Post Relevant Links to Your Website’s Inner Pages

Since a company’s website’s purpose is to sell or provide visitors with information and receive advertising revenue in exchange, links to deeper links should increase the value of the initial content that people are reading in order to enhance the perception of thought leadership. “The link within a link to more and more relevant content should be niche oriented and focused on the topic,” said Carman.

Juliette Fairley is an author, lecturer and TV host based in New York.

© 2021 Newsmax Finance. All rights reserved.

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Some 70% rate thought leadership as important, highly important or of greatest importance, according to an Association of Management Consulting Firms (AMCF) study, and 94% say poor content lowers their opinion of a firm.
Steps, Thought, Leadership, Fame
Friday, 24 March 2017 06:55 AM
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