2/5/24 - Digital Marketing Insights & Strategies

Thought Leadership - 4 Pillars for Your Success

What is Thought Leadership? As a phrase used quite often in the B2B marketing world, I believe it's a powerful component of your brand awareness marketing strategy.? As a thought leader, you can display your expertise, voice your opinion, and showcase value while educating your audience.

Because trust is an important factor in any relationship, let’s take a look at the 2024 Edelman Trust Barometer.? The majority of individuals are conducting online searches to gather information about new technologies and innovations.? This is a great opportunity for your thought leadership to show up as the expert on these topics.

More importantly, you can see that individuals have a high expectation from CEOs to be sharing publicly about a number of major topics including job skills in the future, ethical use of technology, and automation’s impact on jobs.

And if you are a family-owned business, you are deemed the most trusted business entity, which is another great reason to really lean into thought leadership as a strong marketing strategy.

Sharing insights and expertise consistently allows thought leaders to position themselves as authorities in their field.? This expertise builds trust with customers and potential customers. Now that we have validated there is an opportunity for generating thought leadership as a means of creating trust, let’s talk about the 4 pillars of thought leadership:

1. Hone and own your messaging:?

Project your message, your mission, and your vision - It's crucial to have a clear and compelling message. Your message should reflect not just what you do, but why you do it. People connect with those who have a purpose and a vision that aligns with their own values. Share your mission and vision, and explain how they drive your actions and decisions.

Build influence by establishing a positive reputation - your reputation is your currency in the world of thought leadership. Consistency, authenticity, and credibility are key components. Engage in meaningful conversations, provide valuable insights, and always maintain a positive tone. Over time, your reputation will become a magnet that attracts opportunities and partnerships.

1. Choose your channels:

Meet your audience where they’re at - Different audiences prefer different channels. Identify where your target audience spends their time and tailor your content to suit those platforms. For instance, if you're targeting professionals, LinkedIn is a natural choice. If your audience is more visual, platforms like Instagram or YouTube may be more effective.? I like to say, “fish in the pond where your ideal fish are swimming.”

Expand your network by engaging with active, relevant associations - Don't just focus on your immediate audience; broaden your horizons. Engage with industry associations, forums, and groups that are relevant to your niche. Participate in discussions, share your insights, and connect with fellow thought leaders. Expanding your network can lead to unexpected collaborations and growth opportunities. Identify those that have the attention of your audience and create strong connections and strategic partnerships with those organizations.

1. Be consistent in your outreach:?

Speak directly to your target audience on a consistent, reliable basis - Consistency is the secret sauce to building thought leadership. Create a content calendar and stick to it. Whether it's weekly blog posts, monthly webinars, or daily social media updates, your audience should know when to expect your insights. Consistency breeds trust and keeps your audience engaged. I’ve got a podcast that just hit 7 years, and is about to tackle its 400th episode.? We started out with a consistent twice a week cadence, and then have scaled it down to every other week.? And I can promise you that people noticed that change. I had a number of folks reach out to me to make sure I was ok when we scaled back the podcast publishing frequency.? Consistency is important, and if you plan to change your cadence, you should also plan to communicate that to your audience.

1. Promote your content:?

Encourage your audience to interact with and share your ideas and your message - creating valuable content is only half the battle. You must actively promote it to reach a wider audience. Encourage your followers to interact with your content by asking questions, seeking their opinions, and sparking discussions. When your audience engages with your content, it's more likely to reach new eyes through their networks. (Hey, why don’t you give this newsletter a share to someone you think will find value in it!)

Offer valuable information to people searching for a solution - Thought leadership isn't about self-promotion; it's about helping others. Your content should provide solutions to common industry challenges. Be the go-to resource for information, and your audience will keep coming back for more.

Thought leadership isn't something that happens overnight. It's a long-term strategy that requires dedication, authenticity, and a commitment to providing value to your audience. By honing your messaging, choosing the right channels, being consistent in your outreach, and effectively promoting your content, you'll be well on your way to becoming a recognized thought leader in your industry.

If you have any questions or would like to discuss thought leadership further, feel free to reach out. Your feedback and engagement are always appreciated.

AI - Revolutionizing SEO Practices

AI is impacting many industries and fields. It can be used for keyword research, content creation and the technical aspects of SEO. Let’s take a closer look at how AI is? playing into your search engine optimization practices.??

AI-Driven Keyword Research

When diving into keyword research, a lot of the tools that are out there have been leaning into AI technology for quite some time already.? Consider leaning into SEMRush and Ahrefs to help you with understanding user intent and predictive analysis.

• Understanding User Intent: AI algorithms are now capable of going beyond traditional keyword matching. They interpret user intent, making it possible to optimize content that aligns more accurately with what users are searching for.? For example, you might be searching for “pot roast in a dutch oven.” (I did google this exact phrase earlier today).? The intent is that I’m looking for a recipe and best practices - I am not looking to purchase a roast or purchase a dutch oven. I am also not looking for the history of pot roasts or the history of a dutch oven.? You get the idea: the intent was for instructions and not for a history lesson or a buying experience.

• Predictive Analysis: AI tools can forecast emerging trends and suggest keywords that are likely to gain traction, giving marketers a proactive edge. We are all familiar with weather forecasting.? Data collected from previous weather patterns helps to predict future weather forecasts.? This is the same approach that AI is taking with regards to keyword predictions.

Content Creation and Optimization with AI

• Automated Content Generation: AI can now assist in creating initial drafts for blog posts, social media content, and even technical articles. This not only speeds up the content creation process but also ensures a consistent tone and style. Try using ChatGPT or Bard to help you craft a rough draft for a blog or social media post by giving instructions on what keywords to use, user intent and the primary purpose of the content.
• Enhanced User Engagement: AI-powered tools analyze user interaction data to suggest content modifications that increase engagement, such as adjusting the length, structure, or visual elements of the content. Check out MarketMuse as a tool that uses AI to analyze content and provide content optimization suggestions.

AI in Technical SEO

• Site Performance Optimization: AI tools are revolutionizing technical SEO by analyzing website data and automatically suggesting improvements in site speed, mobile-friendliness, and user experience. AI continuously scans websites for technical issues, such as broken links or crawl errors, and can either fix them automatically or alert your web team about the issue.? Screaming Frog is a good tool that can support you with this feature.

With any AI tools, it's important to be cognizant of the importance of using them ethically and ensuring that you are creating content that is trustworthy (validate the information you are publishing) and that it is authentic (confirm that there are no copyright issues).? Google does not penalize the use of AI in your content as long as you are still providing valuable information that serves the interest of the searcher.? You can read more about Google’s position on AI content in their developer blog.

Stay Ahead with Us

Our agency is at the forefront of implementing these AI-driven SEO strategies. If you need some support with? your SEO strategies, reach out!

Quick Guide to Optimizing Your Google My Business Listing

Google My Business (GMB) is probably one of the most underutilized free digital marketing tools out there.? This is a great opportunity to maximize the real estate on the Google results page by taking advantage of and maximizing your business listing.? Here are a few tips that you can use to take your listing to the next level:

1. Complete and Update Your Business Information: Ensure that every section of your Google My Business profile is filled out completely and accurately. This includes your business name, address, phone number, website, hours of operation, and categories. For any social channel and profile, the more information you can fill out, the better.? We aim to complete every field to its maximum opportunity.? This makes it easier for Google to know your strengths and how to share the right information about your business with searchers.?
2. Utilize High-Quality Photos and Videos: Visual content can significantly impact how potential customers view your business. Upload high-resolution images of your business, products, or services. Including a variety of photos, such as interior and exterior shots, team photos, and examples of your work, can create a more engaging and trustworthy profile. If possible, add short videos to showcase your business more dynamically. NOTE: this is an area where site visitors can also upload their own images.? Taking the time to upload your photos can have a stronger impact on your business listing.
3. Gather and Respond to Reviews: Encourage your customers to leave reviews on your Google My Business listing. Positive reviews can greatly enhance your business's visibility and credibility. Equally important is responding to these reviews, both positive and negative, in a professional and courteous manner. This interaction shows potential customers that you value feedback and customer service.
4. Post Regularly on Your GMB Profile: Use the Posts feature on Google My Business to engage with your audience. Share updates, promotions, events, or news related to your business. These posts appear directly in your GMB listing on Google Search and Maps, keeping your profile active and engaging for potential customers. Your posts will typically stay up for 30-days.? We encourage at least a bi-weekly cadence of posting on your GMB profile.
5. Monitor and Analyze Your GMB Insights: Google provides valuable analytics through GMB Insights. Regularly check these metrics to understand how customers are finding your listing (e.g., direct searches vs. discovery searches) and what actions they are taking (e.g., visiting your website, requesting directions). Use this data to refine your profile and strategies for better performance

Remember, optimizing your Google My Business listing is an ongoing process, not a one-time task. Keep your listing updated, engage with customers, and adapt based on performance insights are key to maximizing its potential.

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Digital: Insights & Strategies is created by Lori J. Highby, the CEO & Founder of Keystone Click.

Keystone Click is a strategic digital marketing agency focused on helping their clients build brand awareness and generate leads online. This is done by first conducting research to help their clients better understand their customer. Once the data and insights are collected, a strategic marketing plan is created and implemented that helps their clients achieve their goals.

Learn more at keystoneclick.com