In this week’s Mingled Marketing episode, Fathom’s Jon Pogact, Paul Richlovsky, and Jeff Leo Herrmann gather on Blab to discuss thought leadership. Specifically, they cover methods to best activate your thought leadership in order to reach your audience. Learn about content mission statements, how to choose a platform, and why anyone can be a thought leader in this recap of Mingled Marketing, episode 9.
This week’s episode covered the following topics:
Content Marketing Overload
There is more content than ever and less engagement than ever. Additionally, there is a large variety of content, including, curated content, Point of View and opinion content, and more. To combat this content overload, some brands are even practicing active disengagement. For example, Trader Joes does not have a Facebook despite its popularity as a brand. Jon speculates that this is possibly because Trader Joes’ biggest brand presence is in their stores, which they don’t want to dilute.
Ultimately, when thinking about your approach to activating and engaging audiences and building your content, the only thing that’s unique anymore is your voice, whether you’re an individual or as a business.
Reaching Your Audience and Choosing a Platform
Everyone is looking for information, you just need to know where your audience is looking. There are so many platforms out there, starting out you should just pick one or two and experiment. It’s all about reaching the right person, at the right place, on the right platform.
The Importance of a Content Marketing Mission Statement
Jeff warns the audience — Don’t do anything until you define a content marketing mission statement. This mission statement will identify who the target is, what’s delivered, and what the outcome is for the audience. The mission statement governs both the content marketing strategy and the editorial guidelines you set up. Once you have a mission statement, everything just spills out and you work your way down the decision tree of content strategy and pick content assets and platforms for distribution. Again, this applies to individuals and to brands.
Audience Demographics and Choosing a Media Platform
It’s important to recognize that you’re not looking for a large audience — you’re looking for your target demographic. It is better to have a handful of highly engaged individuals than a large group of unengaged individuals. No matter how large the audience is, they likely will not be moved to action if they are not engaging with your content.
To increase engagement, tighten your focus around your content. Then, choose your media based on how your target audience consumes it. Also, think about your skills as a communicator–for Jeff, this was video & audio rather than content.
Refining Your Thoughts
Constantly engaging in thoughts, asking questions, creating content, and listening to your audience over time will lead to refining your thoughts. With more refined thoughts, you’ll land on a content focus that will stick with your audience.
Thought leadership has been democratized and is easier than ever to accomplish– you don’t have to be an innovator you just have to have an angle on something. Be a curator, filter with your opinion, and you’ll evolve into a thought leader.
- Have a documented content marketing strategy
- Know who you’re targeting & know the desired outcome
- Use this knowledge to influence channel selectivity & voice
Interested in learning more about activating your thought leadership? Check out Episode 9 of Mingled Marketing here.