Here’s a glimpse into the mind of a newly minted organizational #thoughtleader:
“Yay! People are listening 🎧 to our thought leadership!
…Oh, wow. People are listening. What do I do now?” 👀
Once your #content captures people’s attention,
you need to be clear 🔮 around what you’d like them to do.
The next step must be simple and relatively small,
To draw them into action.
Each part of our Leveraging Your Org’s Thought Leadership whitepaper
(also known as the #OrgTL Canvas!) provides a lot of information,
and some of the sharpest thinking happens around Next Steps –
It’s a category under the column, “Targeted Audience.”
In many cases, thought leadership uses a call to action 📢 that focuses around education.
It’s designed to reach a potential buyer early in the buying cycle.
However, a call to action can also be an invitation to a deeper conversation.
Thought leadership should be presented as a gift with no strings 🪢 attached.
Many organizations favor gated downloads where prospects
give their email address in exchange for “free” information.
💵 They’re paying with their identity.
We believe that thought leadership is most effective
when it originates from a place of purposeful, targeted #generosity.
You need to be able to clearly articulate to your Target Audience
what they will gain from giving your idea consideration and putting it to use. 🎉
Or contact me, and we’ll chat about thought leadership.
I’m always happy to talk shop!