Today, content in the form of thought leadership needs to be thought through.
"With everyone claiming to be an industry "expert" these days, it's natural to wonder if thought leadership will simply suffocate under the weight of all the digital clutter it's produced." - Issac Oswalt
It's no secret that thought leadership is in its maturity phrase as a 'buzzword.' But companies are still investing highly in this type of content as it can legitimatize your product and/or service.
The clutter is pushing companies to create at the next level.
In 2017, you'll have to get creative with thought leadership.
Your distribution strategy needs to leverage all channels of distribution. Create once, distribute everywhere. You can't chain yourself inside one channel of distribution.
Content is king, but distribution is queen and she wears the pants. It’s not nearly enough to create a good piece of content. You have to understand how content spreads across the web. - Jonathan Perelman - VP Agency Strategy @ Buzzfeed
To show off your great piece of content, make sure you have tools set in place to distribute via social networks, emailing, and newsletters quickly and efficiently.
Internal Newsroom: Built for Speed
High performing companies like Red Bull are building internal content newsrooms to stay on top of trending articles. Through aggregation, they are able to surface content that deserves an instant response.
Contently reported that Marriott's newsroom "M Live", gives employees the opportunity to jump on marketing opportunities with ease. This drives everything from social conversations to hotel room bookings. They saw a 650% increase over a 30-day period.
You may not have the budget of a Red Bull or Marriott to put a full team together, but you can start easily with a content hub. With a content hub (like Pressly's) you can empower your employees to share content to one destination to enable real time responses to trending articles related to your industry.
Share, Share, Share
Sharing is at the centre of thought leadership success. As soon as your content is being shared through various platforms, you have a real opportunity to make an impact.
Start with the people sitting with you today: your employees. Enable them to share content through their social networks and increase your reach exponentially.
Your distribution can only go so far. Encourage your employees, partners, and customers to share brand owned content to let your most trusted people distribute for you.
Move into 2017 with these tips in mind in order to give your thought leadership the boost it deserves.