Being an expert in a specific subject is fantastic, especially if you’re able to launch and run a business based on that same subject. It means you really know what you’re talking about and can offer a great standard of product or service to customers.
But how do potential customers find out that you’re an expert? How do they differentiate between you and the others in your industry? And what will make them sit up and take notice of your brand in particular?
The answer: thought-leadership.
Comment pieces and thought-leadership articles are a key component of any PR strategy, and – done correctly – they can make a profound difference to your status (and therefore your brand’s reputation) within your industry and beyond.
What is a thought-leadership article?
Thought-leadership articles are written pieces about a subject which you have in-depth knowledge about, giving you the authority to be able to write confidently about it. Ideally, they should give a fresh take on a subject or offer up something different to the ‘status quo’ opinion or already well-established facts.
The opinions offered should be backed up with research, either your own or from reputable sources, and ideally the piece should provoke debate, prompt questions, and intrigue the audience.
Why should businesses make use of thought-leadership?
This type of PR is an excellent way to show your expertise in a certain subject. Audiences will want to engage with the article, perhaps sharing it among friends, discussing it with colleagues, or interacting with you and/or the media outlet which publishes it online.
Even if they don’t become a customer the very first time they read an article from you, the more they are exposed to your thought-leadership pieces, the more your name and your brand’s name will stick in their mind. Then next time they’re looking for a product or service which aligns with your offering, you may find yourself with a brand new customer.
Where should thought-leadership articles be published?
This is very subjective depending on the specific company. Ideally, placing articles within a respected national or industry-specific media publication will give you the best chance of it being read by the right people. Researching your target audience – and what they’re reading in print and online – is the foremost consideration when looking to pitch a thought-leadership article.
Get the outlet right, offer an interesting (but not terribly controversial!) point of view, keep going with a consistent output of articles, and you’ll find yourself elevated to expert – or thought leader. As a direct result, your brand’s reputation is heightened too.
