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Your greatest responsibility as a leader is to the people within your organization. When serving a team, you may wonder about the possibilities of sharing your expertise with a wider audience to extend the reach of your ideas and create lasting contributions. You can write a book to record. Or, if you want to start down the simpler and more influential path, you can become a sort him leader by sharing your ideas online.
When you deliberately share content in your online space and choose to drive ideas around important topics, you become a thought leader.According to the thought leader Peter Winnick, someone who has both thinking and leadership, and a shared perspective. Your act of sharing content is an act of leadership.
If the idea of creating content to grow your thought leadership online becomes overwhelming, consider that there is likely a wealth of content to reshape and reuse.
Leaders for organizations of all sizesWe may also share subject matter expertise and business acumen with internal and external audiences in a variety of ways, including email messages, internal documents, one-on-one correspondence, internal team meetings, and conferences. Together with our customers through training materials and presentations at industry events. Also, your company may already be producing content around your team’s key areas of expertise through blogs, podcasts, or video series.
Here are the 5 steps to follow to create most of the content you already have (but you may not recognize it)
1. Identify the content you want to share
What are the best topics to share? Do you want to share your company’s vision, values, and approaches to establishing thought leadership around organizational culture, leadership, team building, or collaboration? Want to share content on topics related to your subject matter expertise?
Throughout my journey, I have shared content online Directly related to my company’s digital marketing and book marketing specialties. Me too I shared my journey as an entrepreneur And my thoughts on shaping our culture by leading remote teams and sharing values.
Identify and articulate important topics, themes and areas of expertise, whether they are related to how you work or work.
2. Know what content you already have and build a content catalog
The Content Catalog is a list of all existing content assets, organized to identify each theme, its location or link, and its format. We recommend using a spreadsheet to capture these assets. (I like Google Drive because it’s easy to share and update in real time.)
- Do you have slide decks for speeches and presentations?
- Have you ever written an article or blog post?
- Have you ever published an article?
- Have you written a FAQ about your area of expertise?
- Did you email the answers to the frequently asked questions?
- Did you stream the webinar?
- Have you ever written a newsletter?
- Have you ever made a video?
3. Create a content calendar
Once your content catalog is complete, organize it according to the major themes and topics outlined earlier. This will help you identify gaps in existing content and give you creative ideas about where new content could be created if time permits.
Create an annual content calendar to guide thought leadership content creation. Include important themes in your calendar to help drive focus on your content. Audiences rarely understand a theme, but a theme provides structure and a roadmap for you and your marketing team to support content sharing.
If you want new content, think about your daily activities at work when you talk to others and write about areas that are central to your area of expertise. Be present in your day and think over and over about the stories you tell. What are the questions you get asked all the time? What framework do you share? Are there unique differentiators that cause people to come to you over someone else? They are clues to the content you should create.
If you find yourself answering the same questionRepeat stations over and over, record your answers, and get a transcription. (Otter.ai automatically transcribes her Zoom calls. You can easily cut, paste, and edit content from the transcript to use it in other ways.)
4. Reuse content flexibly
Remember that your content is flexible. Consider the different ways your audience consumes your content. If you have content in written form, such as a blog post, three minutes talk about it in a video Share as a reel on YouTube and Instagram. If your audience likes audio her content, consider turning your content into a podcast series, or audiogram.
Long content can be shortened for sharing on social media. You can also batch short-form content into long-form content assets.
5. Put it all together!
As you continue to develop your content, move towards creating content bundles around core topics and themes. For example, take questions that are asked all the time and create different types of content that can reach people in different ways over time. You don’t have to create these various content assets all at once, and you don’t have to share them all at once. But they do provide future content pipelines.
Creating content to share with an external audience can benefit people within your organization in two ways. First, your team can benefit from learning from the content you create. Additionally, growing thought leadership broadens awareness of the organization and its expertise, driving the company’s success.
Becky Robinson Weaving influenceis a full-service marketing agency specializing in digital and integrated marketing services and public relations for authors, business leaders, coaches, trainers, speakers and thought leaders. Becky’s First Book, Reach: Create the largest possible audience for your message, book, or cause (Berrett-Koehler Publishers) shares how to create the widest possible audience for your idea, book, business, or cause.
The opinions expressed by SmartBrief contributors are their own.
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