Thought Leadership for Demand Generation - Step by Step (Part 1)
Want to implement thought leadership for demand generation? Here is our step-by-step guide. Learn to engage audiences, leverage content across platforms, and convert followers into advocates.
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Remember how we talked about the importance of thought leadership for top-of-the-funnel awareness and authority in our last issue?
Now, it's time to roll up our sleeves and dive into the *how* of bringing that strategy to execution.
Step 0. What would your thought leadership campaigns and funnel look like?
Campaigns: whether it would be newsletter-led / podcast-led / interview-led / event-led
Funnel: how would target audience would move from being
unaware to aware about your solution to problem
un-engaged to engaged with your initiative
Step 1. Who's Leading the Charge?
Is it you stepping into the spotlight, or will you partner with an existing thought leader? Who would be the best voice for your brand?
Step 2. Which medium to choose?
Video Series (Interview / Learning / Expert Takeaways / Hacks)
Podcast (Theme based Interviews / Success Stories)
Newsletters ( Theme - Analyst / Curator / Expert )
and reports for the deep divers. Maybe a mix? What format sings to your audience?
Step 3. How will you build trust?
Collaboration (with Thought Leaders / existing Newsletters and Podcasts) is the key to build trust with the network of networks.
Step 4. Which distribution channels to use?
LinkedIn or Twitter or Email or Communities?
The question to ask is “Where does your audience hang out?”
Also, think about leveraging other newsletters, podcasts, and influencers.
Ever thought about how a simple conversation with someone (who has a following) can turn into a powerful word-of-mouth campaign?
Step 5. How will you measure success? What’s your north star metric from the initiative?
Whether it would be subscribers / open-rate / click-rate or some other metric
It’s time for action…
From defining who leads the initiative to choosing the right format and distribution channels, every choice you make now lays the groundwork for your brand’s thought leadership journey.
Step 0. What would your thought leadership campaigns and funnel look like?
Thought Leadership Campaigns
Building campaigns that not only showcases your expertise but also captivates your audience right from the get-go. If you scroll your linkedin feed, you would identify various kinds of thought leadership initiatives or I would say campaigns (as they are a part of a broader thought leadership funnel)...
Newsletter-led / Blog-led Thought Leadership
- Building a Subscriber Base: A tribe of interested readers from the target audience.
- Engaging Content: Most important is to keep them hooked… only possible with content that’s rich in actionable insights, strategies, and thought-provoking ideas.
- Attention: Reach them during their dedicated reading time.
- Effort Involved: On average, you're looking at about 6-12 hours per piece of content as per domain authority.
Podcast / Interviews led Thought Leadership
Podcasts and interviews take the engagement up a notch in comparison to newsletter/blog led initiatives.
- Boost Engagement: You really connect at a human level through sharing stories and insights in a format that feels personal.
- Influence On-the-Go: Engagement times - jogging, commuting, or just taking a break. Reach them with consumable pieces of content that can be saved and played later
- Time Investment: Preparing, recording, and editing a podcast / interview might take around 12-15 hours for each episode.
Events led Thought Leadership
Events, whether online or in person, offer unparalleled engagement opportunities:
- Direct Interaction: you can directly create a buzz and build stronger relationships with attendees.
- Exclusivity: Since these are tailored specifically to a selected audience, everyone feels special.
- Pay Off: Impact is multifold due to direct call to action with persuasion. Online events might need about 20 hours of prep, while in-person events could demand 36 hours.
Have you started planning your campaign yet? Or already running a campaign?
The key is to match your strengths and your audience’s preferences to the right thought leadership initiative.
Thought Leadership Funnels
As a leader, you need to plan a funnel that doesn't just catch attention but nurtures and guides your target audience towards viewing your brand as the ultimate authority in your field.
That’s what your thought leadership funnel aims to achieve.
It’s a strategic journey, guiding the unknown target audience to become well-known advocates of your thought leadership.
Curious to know how?
The Journey from Passive to Active Engagement
Start with Attention: Your content is the beacon that draws in your audience. To make it happen, the content has to be extremely unique.
Nurture the Connection: Once they're in, it's about engaging them through other initiatives, making them spend more time with you, and eventually, convert them into your advocates.
Typical Funnel Flows that brands have implemented…
1. Newsletter / Blog → Event
Kick off with insightful newsletters or blog posts. It’s your first introduction with value creation.
Transition those engaged readers into event attendees, creating further value for them, till they are ready to look at your offer.
2. Podcast / Interviews → Event
Podcasts offer a unique personal touch. Listeners feel connected, almost part of a conversation.
Invite these listeners to an event. It’s an opportunity to build relationships.
3. Newsletter / Blog → Gated Content → Free Product Experience
Start with engaging content that captures their interest.
Lead them to gated content that promises more value, in exchange for more details (zero party data).
Reward their curiosity with a free product experience. Show, don’t just tell, the value you provide.
4. Newsletter / Blog → Gated Content → Webinar
Use your content for attention.
Offer deeper insights through gated content, creating 5x value.
Engage them personally with a webinar, where you can handhold them to next steps.
Thinking About Your Funnel Yet?
Each step in these funnels is meticulously designed to elevate the audience's perception of your brand, moving them from casual prospects to engaged participants and, finally, to advocates of your thought leadership.
It’s about creating a seamless experience that not only educates but also entertains and engages.
So, How will you design your funnel to turn passive interest into active engagement?
If you have already implemented, do let me know in the comments…
Since, it’s critical to understand thought leadership campaigns and funnels before diving into execution, I would write about further steps in the next issue.
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