Thought Leadership

Some people refer to it as a cliché; others as jargon; still others say simply that “thought leadership” has had its day. The term may be overused, but at its core “thought leadership” comprises thought and leadership — ideas and the ability to engage, motivate and inspire. Thought leadership is about building authenticity with audiences by showcasing expertise, maximizing influence and earning credibility.

Thought leaders (individuals or firms) are more than just informed opinion leaders, they are the go-to people in their fields of expertise. They are authorities and because they are recognized for their knowledge, they are sought after, affording them the opportunity to continuously cultivate new networks and build trust.

To be recognized — to wield influence and earn credibility — those who aspire to be thought leaders must clearly and consistently articulate who they are, what they stand for and the benefits they promise. Thought leadership therefore is not only a tactic (the content in your communication plan), but a strategy (the approaches you use to reach stakeholders).

Thought leaders center their expertise

To build your center of expertise and become a thought leader, several elements must be employed:

Establish your content goals: What do you want your content to say?
Understand your audience: Who will benefit from your expertise?
Outline your format: What are the types of content that will best represent you?
Think through your distribution channels: How will you communicate, engage and meet with your stakeholders?
Incorporate follow-through: How will you ensure that engagement turns into established relationships?
Constantly evaluate: How will you measure success?

Thought leadership may sound cliché, but its value as a strategic approach to communication is in ensuring clarity, substance, expertise, consistency and authenticity with audiences for the long term.