Thought leadership content helps individuals and organizations increase marketplace visibility, develop a competitive edge and become recognized leaders in their industries. When experts share valuable insights, compelling viewpoints and answer the most burning questions of their target audiences, they connect with others in their industry in new and meaningful ways.
Creating exceptional thought leadership content, however, is just the first step. Promoting that content is where the marketing magic happens. The more people who read and share your content, the more traction you gain in the marketplace. Whether you are publicizing a bylined article, white paper, case study or customer success story, promoting your content extends its reach, connecting you with new and interested target audiences. It also extends the lifespan of the piece and increases your credibility, searchability and name recognition in your marketplace.
20 Tips to Promote Your Thought Leadership Content
Trade Press Services has updated its guide for promoting thought leadership content. Here’s a quick overview of our 20 tips:
1. Add it to your website.
Post all published articles, white papers, press releases and other thought leadership content to the news or media section of your website.
2. Share it on social media.
Alert your individual and brand followers on Twitter X, Facebook, Instagram and other social media platforms by announcing your published work.
3. Post it on LinkedIn.
Add your content to your corporate and personal LinkedIn accounts. Encourage engagement by asking questions and tagging peers who might have something to say about the topic.
4. Post in public content communities.
Content communities allow users to share online multimedia materials. Medium reigns supreme for viewership and reach, but other sites to consider include Substack, HubPages, Flipboard and Blog Engage.
5. Alert the media.
A press release is an effective way to promote newsworthy content, especially if it contains original research, a strong opinion or a new angle on an old topic.
6. Add clippings to your press kit.
A press kit is an indispensable tool for promoting your personal or corporate brand. Include published articles, media assets, and other thought leadership content to boost credibility with the media and others.
7. Connect one-on-one with journalists.
When you register as a source with “Help a Reporter Out” (also known as HARO) you’ll receive emails when reporters seek input and quotes from experts for their articles about your industry.
8. Enhance your resume.
The most effective resumes highlight your unique expertise and establish thought leadership. Include a section for publications and presentations.
9. Share the content with your network via email.
Send a dedicated email announcing your new content with a link to the full piece. Be sure to send a personal email to anyone who is cited, referenced or quoted in your piece.
10. Add a link to your email signature.
You send emails all day every day. Update your email signature with a link promoting your most recent published work with “As Seen In” and a logo of the publication or media outlet.
11. Promote it on your blog.
Use internal links from your blog to thought leadership content posted on your website’s news or media section. Include outbound links to the original publisher.
12. Repurpose it into other forms of sharable content.
Break longer up content into a series of blogs, lists or infographics that are easily shared. Transform the content into a webinar, podcast or video. Divide content into a series of emails or condense the content for your newsletter and include a link to the full content.
13. Share your expertise via speaking engagements.
Submit your topic to present at industry conferences, networking events, educational webinars and other relevant events.
14. Engage with content communities.
Answer questions about your topic on Quora and Reddit. Don’t simply repost your content—write something sincere and original, then mention and link to your content.
15. Generate academic citations.
The number of articles you publish is important to boosting your visibility. But the number of times others cite your work is important as well. There are several steps you can take to generate organic citations that boost your industry credibility.
16. Leverage organizational advocacy.
Keep your colleagues informed about media coverage and new thought leadership content. Encourage them to share it with industry peers, potential clients and other stakeholders.
17. Empower the sales team.
Glossy reprints of your article are an ideal leave-behind for sales teams or as handouts at tradeshows and events.
18. Share the content with HR.
Showing candidates that their prospective companies and colleagues are recognized in their industries can be a useful tool in the recruiting process.
19. Sign up for Google Alerts.
Register your company’s and thought leaders’ names on Google Alerts and receive emails that link you to any published content or mention.
20. Put your content on display.
Frame a copy of your content and display it in your lobby, conference room or personal office.
When to Beat Your Own Drum
Self-promotion has its place. In fact, it is a key component of a successful marketing strategy when handled correctly. That’s why it’s essential to understand the difference between thought leadership and self-promotion. Content is what enables your company to be found online. It’s what your target audiences are looking for when they want to learn more about you or your organization.
Thought leadership can be an incredibly effective tool for individuals and brands to carve out their reputation as leaders and authorities in their marketplaces. While creating compelling thought leadership content is essential for informing and engaging target audiences, promoting it helps you gain additional exposure. Sharing your content in a variety of ways across myriad platforms expands your reach to new audiences, leading to increased opportunities and further cementing your reputation as an industry leader.
