Is your organization or are some of your staff the “go to” people in your field? Are you recognized as an authority on a specific topic?
Do others look to you for insights, trends, and guidance in a rapidly changing world? Are you frequently called by the media, and asked to contribute to publications or to speak at events? Or do you wish you were?
We are talking about the people and organizations known as “thought leaders.” There’s one very big and important difference between simply being an “expert” and being a “thought leader” – and that’s marketing. Experts have their expertise, but don’t necessarily market themselves very well, so few people beyond their inner circle recognize them. Experts often grumble about why reporters never call them. They get jealous that they are never asked to speak at that conference, because they, after all, are the real experts! And so on . . .
Thought leaders are experts whose work, knowledge and experience are actively sought out by others – because those people have been introduced to the expert via good marketing.
During this workshop, we’ll explore . . .
· How communications plans for thought marketing vary from more traditional nonprofit communications plans (in other words, what you do more of, and what you do less of).
· Why opinions and insights are as important (if not more important) than facts and day-to-day experience in thought leadership marketing.
· The roles of speaking, blogging, and other forms of content marketing in thought leadership.
· Why generosity, clarity, and pragmatism are essential elements of thought leadership success, especially for nonprofits.
· Common pitfalls to avoid in thought leadership marketing, including the dreaded “curse of knowledge” which can lead to content killers like too much detail and jargon.
· Strategies to combat another huge barrier for thought leaders: “failure to launch” or “not shipping.” It’s often very hard for experts to actively promote their own work, because it never feels quite done, or perfect, or bullet-proof to criticism. The fear can be crippling. This is an especially tough one for nonprofits!
· Managing individual thought leaders versus the organization as a whole and how to find that balance and keep everyone “on mission.”
You’ll leave knowing the steps to take your nonprofit from being an expert to being a well-respected and well-known thought leader.