Several years ago, I interviewed for a writing job with an association. The Director of Marketing that I interviewed with told me she wanted someone who could translate her marketing lingo into simple and clear explanations to association members. The only problem was I couldn’t understand much of the marketing lingo she threw around like confetti. How was I supposed to translate her ideas if I couldn’t understand them?
One of those buzz words she kept repeating was thought leadership. To me, it was a vague marketing concept that held little meaning for me. When I finally dared to ask her what she meant by thought leadership, rather than calmly explain its meaning or give me examples, she got all huffy and annoyed because I didn’t know. Needless to say, I didn’t get the job, and frankly, I didn’t want it at that point because it was obvious we were not on the same page.
Later, I wondered if she knew what she meant by thought leadership. It might have been clear inside her own head, but did she know how to explain it to someone else?
So in case you’re wondering what all the fuss is about, let me share some definitions.
Thought leaders are individuals or firms that are recognized as authorities in a specialized field and whose expertise is often sought out and rewarded. Thought leaders are more than recognized experts; they drive discussions, inspire change, influence others to take action and solve real-world problems.
Thought leadership content, by extension, consists of blog posts, videos, podcasts, images, etc., that demonstrate expert knowledge about a topic. They often contain research such as survey data, results from studies, and industry trends. As one marketing expert called it, “thought leadership is knowledge on the cutting edge.”
Don’t confuse thought leadership with opinion pieces, however, which lack the research element. Opinion pieces might give the author a voice about critical issues of our day and provide a personal perspective on the topic, but it usually doesn’t rely on research to make its point.
Why would writers want to become thought leaders? Why is it important for their writing careers if all they want to do is write my memoir or my novel? Isn’t it enough to be on social media?
Sarah Rexford, a writer, editor and SEO copywriter, says thought leadership may actually be more important than how many followers and likes you have on social media. She advises writers to embrace their personal brand. Start with what you love, she writes. What are you passionate about?
“When you build your brand around what you know and what you’re familiar with, you both embody your brand and grow as a thought leader,” Rexford writes.
How to become a thought leader
Thought leadership is a writer’s path toward a creditable online presence. Even before you finish your first novel, think about how you want readers to think of you. Your author platform should include some thought leadership pieces so readers and potential readers can not only find you, but get acquainted with who you are. They’ll get a sense of your writing style too.
I suppose the first question to ask yourself is: what are you an expert about? Do you have any special knowledge or skills you can share with readers?
To become a thought leader, there are a few steps to take, as explained by educators with the University of Pennsylvania College of Liberal and Professional Studies.
- Start by creating high-quality content and publish it consistently. Focus on research-driven pieces that showcase your knowledge and understanding of industry trends, data and studies. The research can be about anything that interests you, whether that’s the publishing business, gardening or childcare. Avoid writing opinion pieces, however. Op-eds may express your personal thoughts about an issue and convey sometimes controversial stances, but they usually lack clear, deep research to make you stand out.
- Differentiate yourself in a crowded field. Browse the internet and you’ll find hundreds of blogs and podcasts about every topic under the sun. You can differentiate yourself by turning your personal experiences into relatable content. Provide a unique perspective or insight that readers won’t likely find anywhere else. Infuse the article with personal anecdotes to make it interesting and to create a balanced narrative. Readers want factual information with insight and analysis. That’s what makes thought leadership work.
- Identify industry trends. Be alert for what’s happening in the world. Browse Google News for headlines, read widely from numerous publications and websites, attend conferences and listen to speakers, and network with other writers. Absorb as much information as you can so you become an expert and lead discussions with your readers.
- Engage with your readers. Don’t just invite people to read your blog. Engage with them by starting discussions. Answer readers’ questions if they comment on your piece. Build community around your expertise, and build a loyal readership. No one does this as well as Jane Friedman, who has used her expertise as a former editor of Writer’s Digest to share her knowledge of the publishing industry. She has created a community of writers and memoirists who subscribe to her newsletter, attend her online webinars or read the daily guest post on her website.
- Pay attention to your personal branding. Consider how you want readers to know you. Write with style and with heart. Be personable and engaging with others. Be the person that other people gravitate toward, not just for your expertise, but because you are kind and thoughtful. Remember that it’s your name on the blog post or news article, and it’s your face on the podcast. That’s the person readers and listeners will remember, and that’s at the heart of thought leadership.
As writers, we want people to recognize us and to think the best of us. But we can’t always hide behind our desks and hope to be noticed. Becoming thought leaders is one way for audiences to become acquainted with the creative people we are, long before we publish that first novel.
The Regal Writer 