Breaking Through The Noise – Thought Leadership in The Era of AI

Everyone knows that the media world has changed. Grandpa’s local paper is probably gone, and three TV stations have become 300 (at least). And on the other extreme, people under 30 seem to think that “going viral” can replace building the kind of trust Grandpa had with the newspaper he read every morning.

Thought leadership – providing valuable insights based on experience, data, and observations – has likewise changed. A 12-year-old with an iPhone and the right queries could theoretically be taken as seriously as a 50-year-old with actual knowledge.

The fact is that technology has improved our lives…but it’s also made it harder than ever for real experts to be heard. That’s because low barriers to entry have saturated the market with low-quality content:

• The Internet overcame created information access. Wikipedia is now as credible as a well-researched study.
• Social media and e-mail created communication access. You no longer need experience, data, or observations to be as credible as those who possess real knowledge.
• AI created content access. An essay draft now takes 10 seconds to write, not 10 hours.

We recently presented to business owners on how to break through the noise. Download the PowerPoint here for free, and read a more detailed “how-to” below.

How can you break through to make an impact?

Breaking through the noise requires understanding the marketplace of ideas. What you say is fighting for space in a saturated environment that prioritizes quick content, not thoughtful content.

A lot of people say they are “thought leaders,” but their “leadership” doesn’t have much “thought.” Instead, it’s:

• Boring
• Not forward-looking
• Advertorial
• Corny

It’s not just about ideas anymore. It’s also how you present the ideas AND how you turn your ideas into assets.

Here’s how to set yourself up to make an impact.

Three steps to great thought leadership

The first step in how we help clients get published is to ask what they want to say which nobody else seems to be saying. This requires answering three questions:

• What have you always wanted to say, but didn’t have the platform or space to get out there?
• What does your industry need to know (what’s missing, what’s coming, what’s amazing)?
• What do customers need to know (what’s missing, what’s coming, what’s amazing)?

 Second, how are you presenting your ideas? Remember, it’s not just what you say, but also how you say it…and to whom you are saying it.

• What are your talents/skills, and what mediums are good/bad for those skills?
  • Shy people should choose written content over video… and academics should do thoughtful panels, not punchy social media.
• What are your voice and style?
  • Are you a neutral expert, an industry critic, or a forward-looking visionary?
  • Are you aggressive and punchy, or deliberate and calm?
• What are your best outlets?
  • Always seek the outlets which are most trusted by your target outlets, but also recognize that your voice and talents may not be right for all platforms.
  • For example, don’t try to convince a TV station to publish your well-written essay.
• What’s your hook?
  • You have 10 seconds on TV, 2 sentences in writing, and 63 characters in e-mail to get someone’s attention.
  • How are you snagging their busy minds and short attention spans?

Third, how are you getting traction? If a tree falls in the woods and nobody hears it, are you really a thought leader? You don’t want your great insights to get lost in the Internet ether, so turn your ideas into multiple marketing assets and sales touchpoints to reach target audiences in different ways:

• Generic social media posts and e-newsletters become name-dropping opportunities and backlinks to valuable content.
• Your blog now has a lot of high-quality content. So does your “in the news” page.
• Create backlinks to your original content to improve your SEO.
• Send your best thought leadership to prospects, referral partners, and investors. Let ’em know what you’re saying!

Remember…

The thought leadership world is saturated with bad content.

• It’s not just about ideas anymore.
• It’s also how you present the ideas
• AND how you turn your ideas into assets.

How are YOU getting in front of people?