Peter Winick breaks down three ways to use thought leadership: branding through podcasts and affiliations, marketing with targeted multi-touch campaigns, and sales with proof points like case studies. Most professionals mix these up, losing impact by not aligning tactics to their actual goal.
Hey there, it's Peter Winick. I'm the founder and CEO of Thought Leadership Leverage. Today I wanted to talk to you about the use of thought leadership for marketing purposes, for branding purposes, and for sales purposes. I think that thought leadership is the single best, single most cost-effective way to brand yourself, to market yourself, and to actually sell to your clients. However, oftentimes what I see is people confuse their objective with the tactic. So there are things that you can do from a thought leadership perspective that are great for the brand, maybe collaborating with others or being on podcasts or webinars or being associated with the right organizations, things that are just really, really good for the brand, things like awareness, things like being around others who are of a certain ilk or a certain caliber that you want to be associated with. Then there's things that you would specifically do to market. These are more campaign-oriented where you need to be thinking about the problems that you're able to solve of the folks that you're reaching out to. A little more targeted, a little more focused. A campaign might not be a one-and-done. It could typically be multiple touchpoints over a period of time to achieve a certain call to action or outcome. And then there's thought leadership that's actually used in the sales process. Maybe a, you know, if you're a keynote speaker, a sample of a keynote. If you're a consultant, maybe some case studies. If you are coaching or advising to a client, examples of other things that you've done and the outcomes and the benefits of working with you. So what I would suggest is taking a little bit of your time and thinking about how do you align some of your thought leadership or deploy some of your thought leadership for branding, for marketing, and for sales. Love to hear your thoughts. Thank you.
