Our Thought Leadership Development Process follows five key steps. This post will explore step 4: driving strategic visibility to your thought leadership assets. 

Step 4 Objective: Use the content you’ve developed to create opportunities to speak with journalists, be a guest on podcasts, and to educate your target customers.


Now that you’ve taken the time to invest in developing high-quality thought leadership assets, now you need to focus on getting these assets seen by as many of the right people as possible. 

When it comes to getting the most value out of Thought Leadership Marketing efforts, this is where we see companies most often fail. They put in the time to create the content, but once it gets published, they do very little to leverage it.  

This step will walk you through the best practices we follow in order to get the most ROI possible out of each thought leadership asset we develop. 

Best Practices for Leveraging Thought Leadership Content
  • Use your content as a way to shape your pitch/narrative.
  • Use your content as a way to show journalists and podcast hosts what makes you unique and why they should want to speak with you.
  • In the early days of your Thought Leadership Marketing Program, you will need to rely heavier on owned media. Then you can work your way up to more and more earned media.

Where Do Thought Leadership Assets Live?

On your website, you will want to have a dedicated section to house all your thought leadership content, media interviews, and podcast interviews. We recommend having a page titled “Insights” or similar. This is where you can post all of the links. 

Now to maximize the reach of each thought leadership asset you develop, here’s what we recommend you do:

Example: A Tail of Two Pitches

Imagine again you are a journalist. Every day, your inbox is full of pitches. Which of these two startups would you be most likely to respond to? And most importantly, which would you be the most likely to remember next when you are writing about lab-grown meat? 

If you were a journalist, which would you engage with? James who just wants to talk about himself or Jennifer who demonstrated she knows what she’s talking about with a unique piece of content (survey of 10,000 consumers) and has offered you a non-promotional story to consider?

Next Step: Staying Top of Mind

Your initial round of thought leadership assets you created serve as a foundation to build up your awareness and trust. Now, to reach the next level where your words have true influence, you need to consistently show up for the right topic at the right time, over and over again. The more you show up, the more familiar and trustworthy you become and the more likely customers are to engage with you. That’s what this next step will teach you. 

Read: How to Stay Top of Mind as a Thought Leader 

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