In the past year, we have seen the rise of the influencer. Establishing yourself as an expert in your industry has numerous benefits: it raises the profile of the company; it increases the brand’s credibility; and it amplifies your own personal expertise. As a thought leader, there are several avenues through which you can share your opinions with your target audience. The possibilities are plentiful. If you think you or someone in your company has the potential to be a thought leader, start your strategy using out tips below:

1.Get blogging

Content is still king and blogs are an effective way to build brand awareness and increase leads and sales. At Springboard, we work with a number of our clients on developing content that hits the right note with their audience. Our general ethos is: Don’t sell; Use blogging to inform, educate and advise your audience.

2.Timely and consistent content

There are plenty of opportunities to use what is happening in the media or the world at large to give your opinion and insight. For us, working in PR, a good deal of our role is staying ahead of what is happening in our clients’ industries. For example: if you’re a Medtech company and Ireland is announced as the most innovative country in Europe for Medtech developments – you have the perfect opportunity to write a blog post or article about innovations in your business; contact the media with an opinion piece or simply post the news on social media.

3.Share your content

A single piece of content can go a long way! Once you’ve started blogging or should you land a piece in the media, make sure to share it, using our checklist here:

• Share it on social media via Twitter etc.,
• Publish a piece on your personal LinkedIn or share the link in a post on the company page
• Upload it to the company website as a news piece
• Ensure it is included in any relevant e-zines or newsletters

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.