Thought leadership marketing goes far beyond solidifying your industry expertise and authority. What’s more important (and more difficult) is establishing trust and influence. This is what creates an entry point for your customers. It’s often not a quick process, but when done right, it builds a steadily filling funnel of warm leads.
On today’s episode of the Igniting Startups podcast, we’ll look at how to establish yourself—or another influencer at your company—as a thought leader in your industry. We have two experts on the subject to help you out. First is Chris Lucas, vice president of national PR agency BLASTmedia. Chris has a built his career on helping SaaS companies find their voice. In fact, he and BLASTmedia even launched a new PR program tailored to SaaS startups.
Also joining us is Nick Tippmann, vice president of marketing at Midwest startup Greenlight Guru. Through smart use of thought leadership marketing, Nick positioned one of his company’s founders as a leading influencer in the medical device industry—and subsequently spurred impressive growth.
Together, these two experts provide great complementary perspectives on thought leadership marketing. We’ll cover how your company can find it’s marketing foundation, and then build thought leadership by identifying niches, filling them with the right messaging, and delivering those messages over the right channels.
In this episode on thought leadership marketing with Chris Lucas and Nick Tippmann, you’ll learn:
- The role of a thought leader in your marketing strategy.
- How to find a need in the market you can build a foundation around.
- How to figure out your message, and the best communication channels to use.
- What it takes to achieve thought leadership that drives conversions.
- How to set your business apart from the competition in an audience-friendly way.
- Where to find information that tells you how best to communicate with your audience.
Please enjoy this conversation on thought leadership marketing with Chris Lucas and Nick Tippmann!
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Chris Lucas and Nick Tippmann quotes on thought leadership marketing from this episode of Igniting Startups:
“If you are a company and you are trying to build thought leadership, your main objective is to really understand what the problem in the market is that we are really solving.” — @chris_c_lucas of @BLASTmedia on @PowderkegCo
“Some of the reasons that people don’t buy your particular service or product is really insightful information that you can put into thought leadership content.” — @chris_c_lucas of @BLASTmedia on @PowderkegCo #PowderkegCast
“Once you look at, ‘Where’s my audience getting their information?’ then you need to identify, ‘How are they consuming that content?’ and, ‘How can we get it in front of them?’ You want to go to where they are and meet them where they are. ” — @ntippmann on @PowderkegCo
“It really comes down to experimentation. You gotta know what’s working and what isn’t working. Your gut can only get you so far until you get to the data.“ — @ntippmann of @greenlightguru on @PowderkegCo #PowderkegCast
“You have to build this progressive thought leadership foundation. You have to have byline content out there that promotes the overall the macro trends … and people will start to see you as a thought leader. It doesn’t happen overnight.” — @chris_c_lucas on @PowderkegCo
Links and resources mentioned in this episode:
Companies and organizations:
- Greenlight Guru
Did you enjoy this conversation? Thank Chris Lucas and Nick Tippmann on Twitter!
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