The core of successful thought leadership lies with the people who are in direct contact with customers and understand market developments: the Subject Matter Experts (SMEs). Think of customer success managers, account managers, product experts and customer service teams. They have valuable insights and practical experience that is relevant to the target group. As a marketing professional, you can guide these experts in sharing their knowledge. They do not have to be experienced writers; with ghostwriting and a clear strategy you increase telegram number database their impact without losing their authenticity.
How do you, as a marketing professional, support the experts?
Marketing plays an important role in facilitating experts. Here’s how:
1. Research your target audience’s pain points
Thought leadership only works if you respond to relevant challenges. Ask yourself these questions:
Who is your ideal customer?
What problems do they experience?
What questions often come up in conversations with nurturing potential customers and converting them into clients customers?
Align your content with these needs to provide real value.
2. Choose a distinctive angle
LinkedIn is full of generic content, making it hard to stand out. To really make an impact, think about the unique angle of your SMEs. What can they share that others can’t? This could be their experiences in and outside of work, a specific area of expertise, or insights gained from working with different companies.
Also read: 5 essential types of content for thought leadership
For example: “Besides being the co-founder of our marketing agency, Mark used book your list to work as a recruiter. As a result, he knows all about talent development in marketing, and these insights are useful for our target audience of CMOs.” Basing your content on personal insights and real-world experience will help your SMEs stand out from the crowd.
3. Provide structure and consistency
Many experts have valuable knowledge, but lack the time or structure to share it regularly. Marketing can support.
