Written by: Claire Mason, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
In an industry awash with buzzwords and jargon, the idea of thought leadership can sound like another one to add to the list.
However, dismissing thought leadership as just another marketing fad can leave you in peril if you’re a solopreneur.
If you’re looking to achieve the following three goals in 2022, embarking on a thought leadership strategy is for you:
Raising your visibility
Enhancing your credibility
Growing your business
Great, what is thought leadership?
There are so many definitions of thought leadership around, and this can partly muddy the waters when it comes to truly understanding what it is.
Essentially, thought leadership is about sharing an in-depth point of view about an industry topic with a target audience.
Of course, the barrier to entry to call yourself a thought leader is low.
Simply name yourself as one on your LinkedIn profile and boom you’re done.
But naming yourself as a thought leader doesn’t make you a thought leader. Ironic, I know.
On the other hand, when you reach deeply into your expertise, knowledge and love for your field, and share that via content to your audience that’s when something even better happens… others begin to recognize you as a thought leader.
Another factor to remember is that consistency is key here.
Just as one swallow does not make a summer, one post is not going to make you a thought leader.
What thought leaders do is show up regularly with case studies, results, insights, tips, anecdotes and research to shape a topic or issue in their industry.
This is how you build an audience who wants to hear from you.
The differentiation factor thought leadership bestows
When you’re a solopreneur, the idea of “leadership” of any stripe can seem nonsensical.
After all, you're a professional who is flying solo. You are leading a team of just one – yourself.
Collaboration with other professionals is no doubt a part of how you deliver your goods and services. But the fact remains you’re not running a business that employs a team of people.
This is why we see so little thought leadership from solopreneurs.
And that’s a real loss.
Because solopreneurs are often the entrepreneurs sitting on the really juicy details that everyone else would love to know about your field.
When you’re a solopreneur, you're not sitting at five removes from what is really happening for your (potential) clients.
So make the most of your incredible competitive edge.
Don’t simply rehash the concepts other people are sharing.
Rather, choose an aspect of your field and go deep in the information you share. This is the way you get noticed, followed, liked and hired. Because so few other solopreneurs do it!
In my case as a publicist, I lift the lid on how to land media coverage for your business.
And trust me, I overshare.
As a result, the following has happened.
My credibility has been confirmed. People understand that I know what I am thinking about. All of my content shows them I do.
My visibility on LinkedIn has grown.
I have been approached by business owners who want to work with me. Hello, inbound marketing.
I have been offered media opportunities myself.
So, how do you become a thought leader?
Your path to thought leadership needn’t follow the same strategies and tactics that another individual implement.
However, there are a few foundations to get right.
Know your stuff inside out– Forget “fake it till you make it”. People can sniff out a charlatan online with ease. Create an inventory of your knowledge and expertise. Trust yourself here. As a solopreneur who works closely with your clients, you’ll have a brilliant idea on what works and what doesn’t in your industry. Capitalize on that.
Know your audience inside out– Spoiler alert: your ideal client is not “everyone”. Now, you can refine who your audience is over time, but have an idea of who you’re speaking to the right at the beginning of your thought leadership journey.
Get clear on your personal brand– Make sure everything you’re putting out there, from how you interact with your clients to your website to your regular social media posts all align.
Share what you stand for– Express what you believe in with regard to your industry. For me, I am unequivocal about my belief in the power of the media to build great businesses. Everything I do is built around this belief.
Comment on industry developments– One of the reasons people follow thought leaders is because they curate information. We have so much coming at us at all times. Thought leaders provide an invaluable filtering system to their audience by sharing
Put these building blocks in place, and you’ll be a bona fide thought leader in no time. And if you need any extra help, feel free to contact me via LinkedIn.
Claire Mason, Executive Contributor Brainz Magazine
Claire Mason is a Content Strategist who works with solo entrepreneurs and founders. She helps them earn the publicity they deserve to grow their sphere of influence and sales pipelines.
Claire has earned bylines from numerous publishers, including The Guardian, Marie-Claire, and The Sunday Times. And she has placed her clients’ stories in publications like Forbes, CNBC, and WSJ among others.
Her clients regularly see increases of 40% or more to their pipelines after implementing her content strategies. Her work has been showcased as an example of best practices by HubSpot. Claire is also a regular contributor to Business2Community, Brainz Magazine, Tealfeed, and Digital Doughnut, and she writes regularly on how content marketing can move the needle for B2B brands.
