While it’s true that the important part of thought leadership is the content itself, getting your audience to interact with that content is a challenge. There are several platforms that you can use to deliver your content.
9 platforms for your thought leadership
Potential mediums include:
- Reports and whitepapers
- Video content
- Long-form blog articles
- Guest articles
- Presentations and slide shares
- Social media posts
- Press Releases
According to research, 47% of thought leadership is found organically, through search or social feeds. 32% is a referral from colleagues or sources such as email lists, and the final 18% is via paid channels. However you choose to disseminate your content, always keep this maxim in mind: Make it easy to find!
Reports and whitepapers
Because of the length of content and breadth of research, thought leadership lends itself to reports and eBooks. These are longer than a blog post and offer an opportunity to present your insights engagingly.
By incorporating infographics and other visual elements, these documents can be as visually pleasing as they are informative.
Video makes up an ever-increasing percentage of all content consumed on the internet today, making it a great way to deliver your thought leadership. Whether a series of short videos, explainers, interviews or live content, video is great for communicating your insights.
Long-form blog articles
Organisations with good blog followings can utilise this by using it as a vehicle to deliver thought leadership content. Often shorter than a white paper, a blog can be produced more quickly, allowing for immediate reaction to a news story or product launch.
For businesses looking to increase their exposure, guest blogging provides this opportunity. Thought leaders can benefit from the authority of established sites, using them to show their expertise and grow their own following.
Web seminars offer a simple way for thought leaders to present their ideas to a captive audience all around the world. A secondary benefit is an opportunity for your audience to put a name to a face within the company, starting conversations and adding trust to the opinions you express.
Presentations and slide shares
Often a vital part of a webinar, presentations, and slide shares can explain your insights visually. After the webinar, the speaker can share these graphics on social media, or use them to add visual interest to blog posts.
Thought leadership on social media
As it offers a direct channel between you and your target audience, social media is a great channel through which to grow and cultivate your thought leadership. By understanding your audience and the type of content they consume, you can create material that will resonate with them. Remember, people visit social media sites in their free time, so don’t waste their time. To get the most from your efforts, it’s essential to have a good-looking profile and update it regularly.