Whether you’re researching how to write a press release, file taxes, or change your car’s oil, there’s a ton of content out there to help you. But everyone has to comb through piles of content to find what they’re looking for. If you’re trying to become a standout in your industry, you’ve got to find a way to shine among the chaos.
“Thought leadership” is far from a fluffy idea. As a thought leader:
- You’ll have a visible platform to share your ideas.
- People will want to hear your hot take on industry topics.
- Your industry will see you as an expert, consulting you for interviews, speeches, and events. Cha-ching!
Since 61% of decision-makers are willing to pay premium prices for thought leaders, becoming an expert can have a big impact on your bottom line. Pretty neat, right? And not too shabby from a marketing perspective, either.
So, how do you become a thought leader? You could hire a big PR firm to help you strategize and build a following, but that’s going to cost you big bucks.
Fortunately, there are plenty of ways to establish yourself as a thought leader on the cheap. While it certainly won’t happen overnight, you can start by taking these 4 steps to become a thought leader without breaking the bank.
1. Use Help A Reporter Out
Becoming an expert is one thing. Showing the world that you’re credible is another. Help A Reporter Out (HARO) will help you get noticed as a trustworthy source. And it’s entirely free to use, although you can upgrade to Premium for better features.
Reporters head to HARO whenever they’re looking for an expert to quote in their articles. You, the expert, can go onto the platform and pitch yourself to journalists. They might choose your quote and add your contribution to their article. Easy peasy.
But how does giving a journalist a hand help you become a thought leader, exactly? For starters, scoring a feature is a big deal!
After you successfully provide a quote, you get a mention in an article (usually in the form of a link back to your site) that your peers or customers could see. It shows that you’re a leader in your space who’s interesting and knowledgeable enough to give advice and guidance. If you’ve got big ideas and insights on your industry, this is a really great way to start getting some exposure.
Oh, and did I mention it’s free?
2. Cold pitch to journalists
Want another free way to reach journalists? You can’t beat good, old-fashioned cold pitching.
Cold pitching can be a bit intimidating. But if you’ve watched any newsroom drama on TV, you know that journalists are always on the hunt for expert sources. After all, they need professionals to back up their stories and encourage viewers to hold onto every word.
Instead of waiting for opportunities to come to you, you can pitch journalists to put your expertise front and center in their inbox.
You simply have to know how to sell yourself as a quotable source. In your pitch, make sure you give the reporter a reason to feature you over someone else. Avoid listing vague or basic facts about your topic of expertise. Instead:
- Provide insights that challenge readers’ understanding.
- Make industry predictions.
- Show a unique perspective on a topic.
It might take a little time and elbow grease, but if you cold pitch the right journalists, you’ll earn a few free features in no time.
3. Make video content for social media
Let’s be honest: nobody wants to read a huge wall of text. Most of your peers and customers want content nicely packaged into short-form videos that they can binge all day long. It’s no wonder why 66% of marketers say short-form videos are the best way to get ROI from social media.
Show off off your knowledge by filming short videos. You can upload them right to YouTube or TikTok. Since videos on these social platforms have the potential to reach literally anyone on the planet, this is a great way to show the world what you’ve got. You can give your expert tidbits while simultaneously building a reputation as a standout figure in your industry.
Feeling a little shy in front of the camera? Don’t worry. Here are a few quick tips for making thought leader video content on social media:
- Show your personality: No one else can be you; use this to your advantage! If people can connect with you as a human, there’s a better chance they’ll want to listen to you.
- Be a contrarian: What thoughts or opinions do you have that are different from other people in your industry? How do you specifically view a phenomenon or trend? Captivate viewers with information they can’t find anywhere else.
- Share quick tips: Who wouldn’t want help from an expert? How-tos, tips, and tutorials are a great way to gvive value to your followers while positioning yourself as a pro.
Filming in front of a camera isn’t for the faint of heart. But the more you film videos, the better you’ll be at it!
And the more people you’ll reach, of course.
4. Be consistent
Consistency is a big part of building trust, and without trust, you can’t be a real thought leader. 86% of consumers say they need to trust a brand to become a customer, and the same thing applies to trusting thought leaders.
If you can’t explain your thoughts eloquently, you’re going to have a difficult time getting people to trust you. Work on developing a clear and consistent point of view that you can communicate with your followers. If you’re filming videos, it’s a good idea to stick with a script so you can say exactly what you need to say, how you need to say it.
Be careful about changing your mind on important topics, too. Thought leaders can change their minds, of course, but if you do it too much, people won’t know what to expect from you—and that’s a credibility-buster.
The bottom line
At the end of the day, a thought leader is someone who pushes the envelope and engages others to participate in the conversation. The point is to not only share what you’re doing in your own business but to help other people see you as a role model.
But most importantly, know that you don’t need a huge budget to become a thought leader. Develop a clear, consistent point of view so people see you as a trustworthy source of information. When in doubt, follow these 3 tips to boost your online credibility over time.
Of course, it takes a lot of time and energy to make thought leadership happen. If you’re spinning in circles and need a little help, consider hiring a freelance writer to make thought leadership a breeze.