How to Build Up Your Thought Leadership Status

It was great to see so many of you at the recent NAB Show. I hope the show was successful for you. Beyond following up on all of the leads you generated during NAB, I’m sure many of you are in prep mode for ANGACOM and ConnecTechAsia. Over the coming weeks, as you gear up for these shows, please check out our tradeshow checklist, tips for organizing a press conference, and how to participate in tradeshow speaking opportunities.

The post-NAB period is the perfect time to build on your achievements at the show and validate your company as an industry thought leader. One way you can do this is by creating really engaging content and ensuring it reaches as many industry players and influencers as possible.

If you’ve recently produced a white paper, case study, video presentation, or e-book, here are a few ideas on how to get maximum exposure for that content.

Repurpose your content

There are numerous ways to extend the shelf life of a piece of content. You invest a lot of time and energy in creating it, so get it to work harder for you. Here are a few ideas on how you can do that:

  • Use a recent video interview or presentation to form the basis of a case study.
  • Take segments from a white paper and promote them separately via a social media or email campaign.
  • After a productive meeting with an editor at NAB, follow up with them to propose an article based on your recent case study or white paper.

Promote your content via your website, email, and social media campaigns

Take your content and first promote it to your own database and prospect list. But don’t stop there. The next key step is to partner with a relevant industry publication and send an e-blast to its list, inviting people to download the piece of content. Use an automated system to capture their contact details into your CRM.

Deepen the engagement with your prospects

After prospects download your content, follow up with a further email, ensuring it includes a call to action. You can offer an additional piece of relevant content, or a product demo. 

This will help you to identify which prospects are interested in finding out more.

Arrange a call or meeting

If your prospects continue to download the content you offer them, suggest fixing a date for a demo, call, or meeting. 

Good luck!

If you have already produced white papers, case studies, e-books, or other content and are wondering how to extend their reach, we can help. Or if you are interested in producing content but simply don’t have the time, we can help with that too!

Just drop me a line at neil@202comms.comI look forward to hearing from you. 

Neil Howman, Managing Director
202 Communications

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