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Tips and advice on Thought Leadership how you can become an authority in your industry and drive conversation online about your brand, product or service. This presentation also covers content marketing and how it is a tactical process vs. thought leadership which is strategic. Included are examples and tools which you can use in your content marketing strategy and develop thought leadership for your clients. This talk was presented at Oxon Digital.
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Building thought
Beyond SEO Leadership
Presented by Kunle Campbell @KunleTCampbell Digital Marketing Professional & Founder of Fuzz One Media
CAN YOU DESCRIBE WHAT EACH OF THESE
PEOPLE & BRANDS STAND FOR IN A FEW WORDS?
Don’t forget Authorship …Author Rank ?!
Link Building As we know it is on-going
Forever…
But what if.. Your competitor does all the above
can you gain a competitive edge? HOW
You have
to Lead…
INFLUENCE THOUGHTS… INNOVATIVE THINKING and NEW IDEAS...
LEAD the MINDs of your AUDIENCE
Lead opinion
The goal is.. Leading Minds
LINKS WILL FOLLOW
Wikipedia
“A person or entity
that is recognised by peers for having PROGRESSIVE AND
INNOVATIVE IDEAS”
Thought LEADERSHIP…
Think…
Purple cow The
Spotted zebra
The
Differently
To Attract attention Stand out from the Crowd
PARTICIPATE IN THE CONVERSATION…
Don’t Just You’re
boring me!
Drive it!
SHAMELESS SELF PROMOTION Thought Leadership is NOT
THOUGHT LEADERSHIP is NOT Content Marketing
But Content Marketing is used to drive it
HOW can YOUR AUTHORSHIP AUTHOR RANK
influence links and rankings?
SETH GODIN: Ranks 1st for ‘marketing blog’ – no mention of marketing blog in title tag or content.
Google is rewarding Thought Leaders
EVEN WITH LOWER RANKINGS Thought Leaders
Are Likely to get Higher SERPs CTR
ReL=author …a Self fulfilling ‘thought leadership’ prophecy
Having a Google+ Profile Helps!
PFFT… AuthorRank it’s Authority that I crave for
USE YOUR Data!
#2
PornMD: IF A COMPANY IN THE PORN
INDUSTRY CAN DO IT… MOST CLIENTS HAVE NO EXCUSE!
WHAT £250K COULD BUY YOU OVERSEAS IN PARTNERSHIP WITH THE GUARDIAN
rightmove overseas:
LIST OF 15 COMPANIES WITH THE MOST LISTINGS
OF $60K JOBS ON FORBE.COM
INDEED.com:
Deloitte: Use Annual Benchmark Reports
to Generate New Business
Today: Deloitte are ‘football finance experts’ with Football Money League Annual
Deloitte’s Annual Review of Football Finance - Annual" Now Price: £600 per copy
Now have 18 High calibre clients
ANNUAL REVIEW OF CREATIVE MARKETING AGENCIES ANNUAL BENCHMARK OF THE TOP 50 ADVERTISING AGENCIES
Kingston Smith
TOP 20 chartered accountants 9 out of the 50 Agencies on list are clients!
Annual Publication, since 1990
SMALL BUSINESS ACCOUNTANTS FOR START-UPS TO £5M TURNOVER BENCHPRESS, BENCHMARKING FOR CREATIVE COMPANIES
The wow company
They Have Picked a niche small business + crea;ve agencies
And Have stuck to it! h=p://bit.ly/1m-‐agency
THE PIONEERS OF Of ‘Corporate Blogging’
The McKinsey Quarterly – ‘BIG’ INSIGHTFUL VISONARY CONTENT
think Encourage your clients to get involved in speaking events. Do they organise events?
#4
Get visual with Images & Video Reinforce your Thought Leadership efforts with Video Promotion & Feature Infographics
#5
We process visual information
60,000x faster in the brain than we do text
Google+ Authorship
Reports have Authorship Adoption to be as low as 9% and as high as 17%.
Reinforce your personal authority on the SERPs
#7
James cann Working Hard to become a Thought Leader
Working Hard to become a Thought Leader
On start-ups & Entrepreneurship
But… he doesn't seem to have REL=AUTHORSHIP tag?
Flaunt your success On your website or blog Your website and blog should be the hub of all your thought leadership efforts
#8
execution and approach Owned Media Paid Media
Earned Media (Organic)
Blog Facebook
Twitter YouTube Google+
Search PPC Social PPC Sponsorship Banners Retargeting / Remarketing
LinkedIn Slideshare
Pinterest Instagram
Press Coverage Interview Request Search Rankings Reviews from Happy Clients Awards & Recognition Viral Social Reach
Promoted Brand Content
Converged Media
Brands that ask for shared
media
Sponsored Customers
Thought Leadership
Big Message or Major Finding
Regular Content Marketing
LEAD THE CONVERSATION
Gear 1
- Blogging - Quora
Gear 2
- Video - Podcasts - Webinars / Hangouts - Infographics
Gear 3
- Guest Blogging - Guest Interviews on Podcasts - eBook - Lead Online Communities
Gear 4
- Events - Public Speaking - Seminar & Workshops - Press Coverage - Industry/Trade Publication(s)
Gear 5
- Get Published - Book - Tier 1 - News Coverage - TV Appearance - Columnist
personal brand & voice advanced engaging content...
Twitter Facebook Google+ LinkedIn Pinterest YouTube Slideshare Instagram Social Media
low cost broadcast medium by-pass mainstream media
Survey Benchmark Cause Research Ground Breaking Quarterly Internal Data Innovation
Peers Prospects Clients Regulators Industry INFLUENCE
...building your following & affiliations establishing expert authority
Fuzz One Ltd © 2013
Journals Report Mining
THOUGHT LEADERSHIP blueprint
credits to... Image Credits:
Slide 7 – Spider & Web by rhett maxwell
Slide 8 – Chess Background Image by ALAN LEVINE cogdogblog
Slide 37 – Image of Gary V speaking by BenLucier
Slide 44 – Image of Gary V Speaking by Silicon Prairie News
Presentation design by
Kunle Campbell fuzzone.com
Tel: +44 (0)1865 6000 62
E-mail: [email protected]
Twitter: @kunleTcampbell
Contact ME
Presented by Kunle Campbell @KunleTCampbell
