You have something to say.
Something valuable, that shows off (in a good way) your experience and expertise.
Something that showcases your unique perspective and the added value you bring to the table.
But is there value in spending the time to create a piece of content that to share?
How can you get started?
And, the reason you’re on this page, how can you make this into a great video?
Let’s start at the beginning:
What is thought leadership?
Thought leadership is the idea that you have experience and expertise that you can share with the world (with your audience, with your network...) and then turning that into a valuable piece of consumable content. When the content is authentic and honest, when it expresses your unique understanding and perspective, that is thought leadership.
On a recent episode of the Radically Transparent podcast by Oktopost, Jonathan Raveh, Head of Community Marketing at Appsflyer put it like this: “Thought leadership is NOT promotion of your product. Thought leadership is the promotion of ideas.”
"Thought leadership is NOT personal branding. It is not talking about yourself, about how great you are or how amazing your product is." - Liz Cohen
To read more about Liz's thoughts on thought leadership, check out her blog here.
So why is it important to use thought leadership?
On an individual level, thought leadership creates trust between you and your followers. When you produce a piece of thought leadership that is authentic, your audience sees that you are someone who “gets it”. Your audience learns to trust you and will ultimately turn to you when they have a question related to your expertise or are looking to buy a product or service that you provide.
Thought leadership is great for not only strengthening the relationship you have with your current audience, but is also a great way to build new relationships.
On a company level, thought leadership is crucially important to showcase and differentiate your expertise and skills. When thought leadership content is published from a company page, the followers continue to constantly see that the company is up to date and cares about providing value.
But there is an added value as well. When individuals in a company produce thought leadership content and publish it to their personal pages, the network of people who see the content greatly expands. The more people in the company who produce and publish thought leadership content, the wider of an audience and reach the content will get.
Even if your company doesn’t have a strategic plan in place for employees contributing to the thought leadership, there is no reason not to start the initiative on your own and get yourself out there. Maybe the rest of the company will even start to see the benefits and jump on board.
To learn more about how to start a thought leadership initiative in your company, read this LinkedIn article by Dani Peterman.
Great, so now you’re convinced that you need to be creating thought leadership content,
but in what form?
Written, audio or video?
The advantage to video over other media is the power that video has.
When you watch a video, you see the person’s face: you don’t have to conjure the image by yourself. And when you see them, connect to them, relate to them, you start a relationship with them on an emotional level, even if you’ve never even met!
"We relate to people more when we see their face" -Sivan Felder, CMO at TwoHeads
Now that you're ready to start creating thought leadership videos, here are our top 3 tips to get you started:
Start with the punchline. A thought leadership video is just like any other video in that people want to know what they are going to learn. Right at the beginning tell your audience what they are going to learn if they watch your video, and then start the topic from the beginning.
Pick ONE topic to talk about. Yes, you might have a lot of information you want to share, and that is great! So break down what you want to talk about into the different topics or headings and make a separate video for each one. This accomplishes 2 things: you don't overwhelm your audience (so they'll actually take away what you want them to know) and you'll have more ready made content for future videos.
Don't be shy. Especially if you are just getting started, you might shy away from actually being on camera and you might want to cover yourself up with b-roll, elements or text. Remember what we said above about video being the most powerful way to connect with your audience? The catch is that they need to see your face to connect with you, to relate to you, to know that you are being authentic.
We'd love to hear your thoughts! Be in touch at www.twoheadsil.com