Two powerful forces are changing the nature of thought leadership. The rise of AI augmented search is shifting the way clients seek, vet, and short-list firms. Simultaneously, trust in government, institutions and brands continue to decline.
Together, these forces require us to rethink our approach to thought leadership in a few critical ways:
- We need to rely less on self-published, written content.
- We need to focus more energy on developing thought leaders and less on developing thought leadership.
While there are risks to putting your people even further out in front of your firm, in the years to come it will be mandatory for most firms to do so. This article outlines a strategic, systematic 5-step process that marketing leaders can use to do just that.
Step 1: Identifying and Selecting the Right Experts
The first, and most important, step in the process is determining who to put forward. While preference generally falls to the founder, owner, or CEO there are many reasons to look beyond the obvious voices.
Criteria for Selection
When identifying potential influencers within your firm, consider the following criteria:
- Domain expertise: While this seems obvious, start first with individuals who have deep knowledge and experience in their field.
- Communication skills: Seek out experts who can articulate complex ideas clearly and are comfortable “in front of the camera” or “behind the mic” (or you have reason to believe you could help them become so).
- Willingness to engage: Choose those who are enthusiastic about sharing their knowledge and building their reputation in the market. It’s critical that the people you choose are excited about what’s in front of them and are willing to give extra time and energy to make it work.
- Alignment with firm objectives: Ensure that the expert’s area of focus aligns with your firm’s strategic goals.
- Collaborative nature: Look for experts that are comfortable working collaboratively with expert editors, researchers, and content strategist.
Once you’ve identified potential candidates, assess their potential impact. Consider factors such as their current industry reputation, existing network, and ability to express a confident course of action amidst of a sea of information.
Gaining Buy-In
Securing commitment from both the selected experts and senior leadership is crucial. Present a clear vision of the benefits, including increased firm visibility, enhanced credibility, and potential business growth. Address any concerns about time commitments and resource allocation upfront.
Step 2: Developing a Robust Thought Leadership Strategy
A clear and focused thought leadership strategy is critical to making this work This step involves crafting a unique POV for the expert and identifying key issues for your experts to own.
Crafting a Master Point of View (POV)
Work closely with each expert to develop their master POV. This should capture their unique take on the world while helping to frame the areas they might explore. For experts like Dev Patnaik, this might be taking a future focused approach to strategy. To create a master POV:
- Identify the expert’s unique experiences and insights
- Analyze current industry trends and challenges
- Determine how the expert’s perspective addresses these issues in a novel way
- Ensure the POV aligns with your firm’s overall messaging and objectives
A strong POV should be bold, forward-thinking, and backed by the expert’s deep knowledge and experience.
Selecting Key Issues to Own
Once you’ve established the master POV, identify specific topics and issues for your expert to focus on. These should be:
- Relevant to your target audience
- Aligned with current industry trends and challenges
- Areas where your expert can provide unique insights
- Consistent with your firm’s service offerings and growth objectives
This process can be very robust and research-driven or “back of the napkin.” It really comes down to the culture of your firm and the way you like to make decisions.
Step 3: Selecting the Right Channels for Maximum Impact
Choosing the right channels is crucial for amplifying your expert’s voice and reaching your clients effectively This step involves analyzing various thought leadership platforms and creating a multi-channel approach.
Analyzing Thought Leadership Channels
Consider the following channels for developing your expert’s voice:
- Social media platforms (LinkedIn, Twitter, etc.)
- Industry publications and trade journals
- Podcasts and video series
- Speaking engagements at conferences and events
- Your firm’s blog and website
Evaluate each channel based on your clients’ preferences, your expert’s strengths, and available resources. Quality is more important than quantity – it’s better to excel on a few key platforms than to spread your efforts too thin.
Building a Multi-Channel Strategy
Create a balanced approach that leverages owned and earned media opportunities. Start with channels where your expert is already active and gradually expand. Our Elevate an Expert program includes:
- Monthly videos for LinkedIn and YouTube
- Monthly articles in industry and business publications
- A regular “expert’s” newsletter
With your channels selected, it’s time to focus on creating compelling content that will establish your expert as a true thought leader.
Step 4: Creating Compelling Thought Leadership Content
High-quality, engaging content is the lifeblood of thought leadership. This step involves working closely with your experts to articulate their ideas effectively and create a variety of content types.
Collaborating with Experts
Many experts struggle to translate their deep knowledge into accessible, engaging content. As a marketing leader, your role is to bridge this gap. Here are some strategies:
- Conduct in-depth interviews to draw out key insights
- Use storytelling techniques to make complex ideas more relatable
- Provide clear guidelines on tone, style, and target audience
- Offer constructive feedback to help refine the message
Developing Diverse Content Types
Create a mix of content formats to cater to different audience preferences and maximize reach. Consider:
- Video content to bring out your expert’s voice
- Long-form articles or white papers for in-depth analysis
- Blog posts for timely commentary on industry trends
- Social media posts for quick insights and engagement
Ensure consistency in messaging and style across all content types to reinforce your expert’s unique voice and perspective.
Maximizing Content Impact
To get the most mileage out of your content efforts:
- Repurpose content across different formats and channels
- Update and refresh older content to maintain relevance
- Create content series to dive deep into complex topics
- Encourage engagement by posing questions and inviting discussion
Step 5: Securing High-Profile Opportunities and Measuring Success
The final step in elevating your experts to influencer status involves actively seeking out high-profile opportunities and tracking the success of your initiatives.
Securing Strategic Opportunities
To boost your expert’s visibility and credibility:
- Identify and target key industry events for speaking engagements
- Develop relationships with event organizers and selection committees
- Craft compelling pitches that highlight your expert’s unique insights
- Prepare your expert thoroughly for each speaking opportunity
For media placements:
- Build relationships with journalists and editors in your industry
- Monitor for relevant news hooks and identify gaps in the news cycle
- Pitch timely, insightful articles that meet those gaps
- Offer exclusive data or research to increase the appeal of your pitches
Measuring Impact and ROI
While gaining traction and driving revenue takes patience, consider these KPIs to measure your progress on the journey:
- Successful article placements
- Social media engagement and follower growth
- Website traffic and lead generation
- Speaking engagement invitations and audience feedback
- Client inquiries and new business opportunities
pivot today for demand tomorrow
Like any strategic initiative, success requires patience, persistence, and a long-term commitment. It takes time to build a strong thought leadership presence and establish influencer status. However, changes in the market are demanding that firms make this shift. 2028 you will thank you for the pivot 2025 you is about to make.
