10 Essential Steps to Becoming a Thought LeaderAli Schwanke & Tyler SprunkSimple Strat
What is a Thought Leader?
A thought leader is an individual or firm that is recognized as an authority in a
specialized field and whose expertise is sought and often rewarded.
Example
Seth Godin
Why is he a thought leader?
What is the #1 cardinal rule of thought leadership?
Thou Shall Not Call Thyself a Thought Leader.
Thou Shall Influence Others to Become a Thought Leader
Becoming a Thought Leader in Your Industry
THE 10 ESSENTIAL STEPS TO
Review the Thought Leadership Framework
STEP 1:
Thought Leadership Framework
WHAT YOU KNOW
WHO CARES
WHERE THEY’RE LOOKING
It leads to trust and increased visibility in the C Suite.
But it must be backed in expertise and authority.
WHAT WHO WHERE
Take Inventory of Your Current Evidence
STEP 2:
1. Speaking Engagements2. Written Articles3. Mentoring4. Community Involvement5. Social media posts6. Q&As 7. Videos
Already have?1. Certifications2. Places You’ve Been3. Trends You’ve Identified4. Experience5. Etc
Qualifications?
Excellent example.
Do Your Audience and Persona Research
STEP 3:
Buyer Persona• Traveling Terry
• 40 years old
• Travels twice per year
• Married with 2 kids
• Feels like traveling “keeps her young” while bringing her family together
• Struggles finding kid-friendly activities that her and her husband also enjoy
Buyer Personas > Target AudiencesUnderstanding Your Audience
Target Audience• Females
• Age 30-45
• Like to travel
• Married
• 1-2 Children
1. What are you in charge of or expected to manage?2. What are your top three goals at work?3. How do you measure success? (What metrics do you watch most closely?)4. What are your top three challenges at work?5. Who do you frequently interact with at work?6. How hard is it for your organization to change or adopt new initiatives? 7. What methods of communication do you prefer to use? 8. Where do you go to get answers to questions about your job or industry?9. What are some things you wish you knew more about regarding your industry?
Basic Questions to Build Buyer Personas
Pro Tip: Interview your best customers + your salespeople
A Buyer Persona from Real Life
• Young owner of a small roofing company• Age: 35• Wears many hats and gets his hands dirty• Prefers email and texts• Willing to change if he can afford it• Prioritizes need-to-haves over nice-to-haves• Will do research before buying
Goals:• Grow the company• Increase sales• Maintain or improve profitability
Challenges:• Competition• Employee / crew quality• Inexperienced with leadership
Snappy Sam
Brainstorm the “where” of your thought leadership
STEP 4:
Brainstorm your content and angles
STEP 5:
10 Ways to Be a Better Leader
Must be willing to be vulnerable, take a stand, and express a different view.
7 Ways I’ve Screwed Up as a Leader
Source: LinkedIn
Build an architecture, process and team
STEP 6:
Writer Promoter
Editor
DesignerVideo/Photo
How do you capture ideas?
How do you plan? Do you manage a calendar?
What tools do you use?
What types of content will you be creating?
What are the headlines to consider?
Where will this content go?
Does this appeal to my primary audience?
Is it backed in truth? Or opinion?
Who else could contribute to this to make this more solid?
What platforms will this be released?
What are the calls to action from this content?
How else can this content be repurposed for maximum ROI?
Determine templates for brand consistency and to create trust.
Analyze and update the basics
STEP 7:
WebsiteSocial media descriptions
Print designWriting style & grammar
CTAs
vs.
Identify your entry points, start small, and be consistent.
STEP 8:
Imperfect consistency is better than perfect inconsistency.
Collaborate and share (don’t be afraid to ask)
STEP 9:
• Influencer quotes and contributions• Employee perspectives• Industry reports• Cross-medium partnerships• Podcasts• Interviews and Panels
Create a promotion plan for each piece
STEP 10:
Sample Promotion Plan Template
Final Tip: Double down on what works, or re-release under different headlines/angles.
Resources and hacks to make your thought leadership journey easier.
BONUSES!
Promote quickly