Content marketing is an essential component of any successful marketing strategy. However we are all accessing content in different ways from reading blogs, scrolling Instagram, watching content of Facebook or creating live stories on Snapchat!
This means thought leaders have larger audiences and wider communities to influence especially if they want to remain ahead with their ideas and expertise.
Dr Nick Morgan of Public Words is a communications coach and theorist he helps individuals and organisations to become thought leaders. Nick and his team work with clients from all over the world helping them to tell their stories and share their ideas with the world.
I interviewed Nick to get his take on thought leadership and how digital media helps to position thought leaders.
How do thought leaders differ from average bloggers and media personalities?
Nick: Thought leaders start with a real passion for a topic. Then, they makes themselves expert on that topic — they explore all aspects of the topic more thoroughly than anyone else. It becomes the filter through which they see the world. They’re always finding the topical angle in news stories, memes of the day, and incidents they observe. It all becomes fodder for their blog posts, books, articles, speeches — it’s all relevant.
In your experience what are the key components for a successful thought leadership career?
Nick: You have to have a basically limitless interest in your topic. You have to be able to articulate ideas relating to that topic in an ongoing stream of content you share with the world, whether through a blog, or speeches, articles, videos — the format doesn’t matter as much as the fact that you’re always sharing, and you’re always at the forefront of thinking on that topic.
How does thought leadership benefit organisations?
Nick: Thought leadership, when done right, naturally becomes a form of marketing for an organization. For example, a CEO or executive leader becomes passionate about, say, water quality, and starts to speak, write, and lobby on behalf of the topic. In that way, first the individual and then the organization becomes known for authentically focusing on that topic. There’s usually a public service intent beyond merely the marketing benefit — in fact, I would say there has to be a public service intent behind the work.
Any tips for those just starting out and wanting to share their ideas with the world?
Nick: It begins with a way of sharing your particular point of view with the world. That can be through a speech, a regular blog, LinkedIn, Instagram, public service — almost any starting point will work. The goal is eventually to become known as an expert on the topic, so in the long run, you need to plan on a book — or at least some kind of professional-level content — on the subject. But it begins with sharing your passion with the world.