Being a thought leader means leading the conversation. Certainly your content can, and should, be educational, but you should also be prepared to voice some opinions or take a stand. Not all your ideas will be new or controversial, but those are the ones people will most likely pay attention to. How will you present your ideas? What/who will be your voice?
Because you may have different contributors to your thought leadership efforts, you need to plan for how you will maintain a consistent tone of voice, while letting distinct personalities shine through. Readers like to feel like they are getting thoughts and insights from real people, not from a corporate marketing machine, so consider aligning with an executive sponsor or department leaders and adopting their style and tone for appropriate communications.
And don’t overlook helpful tools, like voice guidelines or “do’s and don’ts” for social media content development. Help your teams understand how to write content with confidence, consistency and a strong point of view.
Building engagement starts with building interest.
Key Planning Steps
- Define a voice that will remain consistent even if you have multiple contributors.
- Consider enlisting an executive sponsor and aligning with his/her voice.
- Align with your sales leaders to maintain consistency for customers.
- Align your voice with the sensibilities of your audience, account for industry or cultural differences that may exist.
Our next post will cover Step 5 – Develop a Content Strategy. If you can’t wait for the next installment, email us at email@example.com and request a PDF copy of the full Thought Leadership Planning Guide.