How Content Marketing Can Position Your Brand As a Thought Leader

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How Content

Can Position

Your Brand as

a Thought

Leader

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Who We Are

JD Peterson, Scripted.com

Chief Revenue Officer

@jd_peterson

John Hall, Influence & Co.

Co-founder and CEO

@tweetJohnHall

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What Is Thought Leadership?

The intent of thought leadership is to become a

trusted source of information so your audience

views you, an author, as an authority figure and

your company as a top contender in its

industry.

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How Thought Leadership Builds Trust

Companies need to invest in marketing vehicles

that allow them to establish a level of

authenticity with their audience.

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Understand

what’s valuable

to your

audience.

Use magnetic

brand

messaging so

everyone can get

something out of

the relationship.

Stay true to your

brand image;

consumers will

spot any

disconnect.

Content That Builds Trust

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Challenges Brands Face When Building a

Thought Leadership Strategy

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Most brands don’t have all the time, processes, or key

employees in place to create and execute a successful

thought leadership strategy.

Lack of Understanding of How to Utilize

Resources

Hiring an in-house

content team

Outsourcing your content

marketing efforts

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Social presence

Public relations

Sales

Recruitment

SEO

Failure to Align Strategy to Business Goals

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If you haven’t outlined your business goals, you won’t have a

defined measure of success. You run the risk of getting stuck on

vanity metrics (social shares, etc.).

Undefined Measure of Success

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Inadequately Leverage Published Content

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JD Peterson, Scripted.com

Chief Revenue Officer

@jd_peterson

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Wh o I s S c r i p te d ?

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Ways You Can Make Thought

Leadership A Practical Part Of Your

(Content) Marketing Strategy

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- Be specific

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- Strive for unique

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“Do something everyone else in your field thinks is dumb, a

nd be right about it”Lauren Hockenson, “How To Be A Thought Leader”, Mashable 7/9/13

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- The more the

merrier

(sort of)

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- Variety is your

best friend

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New eBook

Coming Soon!

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- Tap the crowd!

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A Rise in Niche Media Platforms

"The largest non-media companies on the planet will continue to fleece

successful media companies of their journalists, editors, and

broadcasters.” – Joe Pulizzi, founder of Content Marketing Institute

Employees and Customers Will Get Involved in Content Creation

"[Next year] will bring decentralized content creation programs with

participants across the company (not just marketing), as well as

content initiatives that rely on user-generated content in expanded and

highly strategic ways.” - Jay Baer, president of Convince & Convert

Future Trends: What Big Players in the Space

Predict

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There Will Be a Fundamental Shift in Thought Leadership

"For companies that sell to other businesses (like professional

services), the litmus test of an effective content marketing program is

always to ask the question 'Will our customers and prospects find this

to be useful?'" - Tim Williams, founder of Ignition Consulting Group

Vertical Channels Will Present Lucrative Opportunities

"A curated, consistent, trusted voice that sits inside this tsunami of

commoditized content will be where consumers will turn to satiate their

passion or need for business information. And advertisers who want to

have meaningful and engaging conversations with their most important

customers will follow them." - Newell Thompson, vice president of

content marketing and strategies at Time Inc.

Q & A

THANK YOU!