The document discusses establishing thought leadership through content creation and positioning a company as an industry expert. It recommends companies prioritize thought leadership by starting small with blogs and contributions to build their reputation over time. Common excuses for delaying thought leadership like waiting for website completion or more staff are addressed, noting that any content creation helps establish expertise. The contributor model of bringing in external authors is presented as an option for fewer resources.

1. Jumpstart Your Thought
Leadership Strategy
By John Hall

2. Thought leadership means establishing a powerful
reputation of unparalleled expertise in your field.
Don’t you want your audience to view your company
as knowledgeable and trustworthy?

3. Why Thought Leadership
Should Be Your Top Priority
You get the “first mover” advantage.
• Reap the most benefits and become a trusted source of
information.
• Differentiate yourself from the pack and secure your
spot as an influencer.
The pool will soon overflow.
• Creating a platform on your site, such as a company
blog, allows audiences to follow and engage with your
company.
• Be a brand advocate by contributing to external
publications, and showcase your industry knowledge.

4. 4 Common Reasons People
Push Off Thought Leadership
1. “Our website isn’t finished.”
Don’t let website development hold you back from
showcasing your expertise.
2. “We have more important priorities.”
What could possibly be more important than
positioning your company as an industry leader
and earning consumers’ trust?

5. 4 Common Reasons People
Push Off Thought Leadership
3. “We’re waiting to hire more people.”
Waiting to hire an entire content team is a wasted
opportunity considering all the available resources.
Create a blueprint, and start executing.
4. “We don’t have the budget right now.”
Don’t overlook the value in what you’re paying for. If
you think you should only be pulling from the
marketing budget, read this article because it will
put content’s role in your entire company into
perspective.

6. The Contributor Model
Movement
Contributing content is rising in popularity—just look at
LinkedIn.
This model requires fewer internal resources while
bringing in more traffic from reputable authors and
engagement, when done correctly.
You now have the chance to shape the conversation
around your company—and this is a huge opportunity
for marketers and leaders.

7. The Challenge
Are your marketing efforts truly
positioning your company for long-term
growth and stability?
Start solidifying your company’s image
as a trustworthy and reputable leader
today.

8. Like what you see?
For more thought leadership insights,
check out the Influence & Co. blog.