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How can you link your thought leadership to your organization's goals?

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Thought leadership is not just about sharing your expertise and insights with your audience. It is also about aligning your content and actions with your organization's goals and values. By doing so, you can demonstrate how your thought leadership contributes to your organization's success and impact, and build trust and credibility with your stakeholders. In this article, we will explore how you can link your thought leadership to your organization's goals in four steps.

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Randy Burns

Chief Administrative & Sustainability Officer at O-I Glass, Inc. | Operational Excellence | Sustainability |…

1 Identify your organization's goals

The first step is to understand what your organization is trying to achieve and why. What are its vision, mission, values, and strategic priorities? How do they relate to your industry, market, and audience? How do they differentiate your organization from others? You can find this information in your organization's website, annual reports, newsletters, or internal documents. You can also talk to your leaders, managers, or colleagues to get their perspectives and insights.

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Randy Burns

Chief Administrative & Sustainability Officer at O-I Glass, Inc. | Operational Excellence | Sustainability | Communications | Public Affairs
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You could start with your organization's purpose and work backwards. But that's not my approach. Thought leadership starts with an individual's passion, knowledge, and enthusiasm for a subject. Often, these areas are what I call a "common denominator" areas for any business. Take negotiation. Regardless of your company's purpose, influencing stakeholders is a critical part of a person's, team's, or organization's success. If that's "your area," thought leadership on how it applies to your current role connects your thought leadership with advancing your organization's goals. The same can be said for topics, like communications, coaching, writing, and public speaking. Start with your passion. Then look for connections to company goals.

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2 Define your thought leadership goals

The next step is to define your own goals as a thought leader. What are you trying to accomplish with your content and actions? How do you want to influence, inspire, or inform your audience? How do you want to position yourself and your organization in your field or niche? How do you want to showcase your expertise, experience, or values? Your thought leadership goals should be SMART: specific, measurable, achievable, relevant, and time-bound. They should also align with your organization's goals and support them.

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3 Create a content strategy

When you have your goals clear, you need to create a content strategy that will help you reach them. This plan should outline what, how, when, where, and why you create and share your content. It should include details about your target audience, such as their needs, challenges, interests, and preferences. You should also decide on the key messages you want to convey to your audience and the benefits or outcomes they can expect from your content. Additionally, consider the types of content you will create and share, such as blogs, podcasts, videos, webinars, white papers, or social media posts. Furthermore, decide on the channels where you will distribute and promote your content; for example your website, email list, social media platforms or external publications. Finally, make a content calendar that outlines when you will create and share your content and how often. You may need to coordinate with other content creators or stakeholders in your organization for this.

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4 Measure and evaluate your impact

The final step is to measure and evaluate your impact as a thought leader. To do this, you need to define the metrics and indicators that will help you track and analyze your performance and results. These could include reach, such as views, impressions, or downloads; engagement, such as likes, comments, shares, or subscriptions; influence, such as clicks, leads, conversions, or referrals; and reputation, such as mentions, reviews, ratings, or testimonials. By linking your thought leadership to your organization's goals, you can create more value and impact for both yourself and your organization. Additionally, this can help to enhance your reputation and credibility as a thought leader and a trusted partner for your audience.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marie-Laure Susset

Global Marketing Leader | 20+ Years in Brand Innovation & Transformation | Ex-P&G | B2B & B2C Strategy Expert
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Target audience is mentioned within a couple of the steps above but it really deserves its own section. Before being able to describe the audience, you need to define WHO you want / need to reach. These may not be your current organic audience. So being clear on this will have a direct impact not only on your content strategy but also on your channel selection and potential content marketing. In addition, don’t see thought leadership as a “one-way” spreading of your expertise. You should put at the core an objective to add value to your audience - and that also takes the form of joining existing conversations, not just starting them

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How can you link your thought leadership to your organization's goals?

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1 Identify your organization's goals

2 Define your thought leadership goals

3 Create a content strategy

4 Measure and evaluate your impact

5 Here’s what else to consider

Thought Leadership

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How can you link your thought leadership to your organization's goals?

1

2

3

4

5

1 Identify your organization's goals

2 Define your thought leadership goals

3 Create a content strategy

4 Measure and evaluate your impact

5 Here’s what else to consider

Thought Leadership

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