Thought leadership isn’t just a buzzword or fad that will burn out once most marketers adopt it. If you've been chasing elusive growth hacks that no longer fly on a platform by the time you hear about them, consider a more timeless approach you can build upon for many future years.
By developing a thought leadership video strategy you can quickly establish your brand as experts in a more organic and even cost effective approach than traditional PR. Whether you’re looking at your first thought leadership campaign or to fine-tune your next one, keep in mind the following tips.
Coming Up With Content Ideas
Thought leadership content is typically at the top of the funnel because your potential customer has a pain point and may not necessarily be aware of the solution to their problem- even if the solution is your product. As you develop your campaign you’re going to figure out:
What are you target audience’s most pressing questions
What people are actively searching for (what are the big questions and keywords around your industry)
Where your prospects are already actively looking for solutions (there may be a complimentary brand or influencer you should be working with)
Where you are publishing your videos (i.e. what social channels, whether you’re sending out to a specific email list, etc.)
Understand the strengths of your product and look for the larger themes that align with it. For instance, if you have a software product where security is a huge deal, consider topics around data management and responses to specific events like newer regulations from the GDPR. In-house subject matter experts are your best resource for informed views on industry issues and emerging trends. They are the ones synthesizing customer feedback and pain points into useful solutions.
Most importantly, avoid the heavy sales talk and temptations to immediately try and drive your audience to convert. Think of thought leadership as a long-term, value-based strategy that’ll help your business over time for high authority and easier referrals, but may not have immediate effects to converting new customers.
Choosing Your On-Screen Talent
Featuring a SME in front of the camera has a few benefits already mentioned including already knowing your customers’ troubles like the back of their hand. But with the person you choose to use on-screen for the campaign, personality and someone passionate about what they’re sharing also plays a huge role in video engagement. If they’re already well known in the circles you are looking to target, even better.
Thought leadership isn’t the time to tippy toe around your point of view. They don’t necessarily have to be profane like Scott Galloway but whomever you feature in your content needs to possess a unique voice. It is inherently more engaging.