For the last few months, companies have focused on responding to the COVID-19 pandemic and adjusting their go-to-market approach in light of health and safety regulations. As business activity resumes, companies need to be prepared.
One preparedness strategy? Thought leadership.
If you didn’t have a thought leadership strategy before, now is the time to create one. Getting the word out now – about unique insights or experiences, your point of view on an issue, guidance on industry best practices, or a customer success story – will ensure your company is top of mind when future customers are ready to make a move.
Here are three thought leadership approaches to consider to communicate your position:
- White Papers. White papers inform readers about complex issues while presenting the author’s stance. Graebel Companies, Inc., a leading provider of talent mobility solutions and a Linhart PR client, sought to highlight expertise in helping Fortune 500 and Global 1000 companies adjust mobility strategies due to COVID-19-related travel restrictions, border closings and associated challenges. The resulting white paper, Adjusting Talent Mobility for the World Ahead, shared Graebel’s insights on the “new normal” of mobility and provided a checklist of five actions to prepare for immediate and long-term changes. The white paper reached mobility professionals after it was shared on an industry website, became a foundational piece for the Graebel COVID-19 online resource center, and led to an interview with a trade magazine reaching 18,000 monthly subscribers, cementing Graebel’s reputation as talent mobility experts.
- Op-eds. Self-submitted opinion pieces provide companies with the opportunity to share viewpoints on topics in the news. An investor-owned electric utility faced a special election vote that could have ended its franchise agreement with a key city in its service territory. Op-eds submitted to the local daily newspaper with help from Linhart PR became an important part of the communications strategy. Some were authored by utility executives; others by respected community leaders or industry experts. Together, they presented the utility as a leader in reliable service, a partner in renewable energy and as an expert in managing a complex electric grid. On election day, citizens overwhelmingly voted to continue the franchise agreement.
- Blog posts. Blogs allow you to share your perspective and your personality, which helps potential customers determine if you might be a fit. Linhart PR team members have been blogging consistently throughout COVID-19, addressing a range of issues companies are facing, including media relations sensitivities, social media strategies and adjusting to virtual events. Plus, pre-COVID, Linhart blogged about its work in a variety of sectors, including multi-unit restaurants and energy and utilities, to demonstrate our expertise and industry insights. One tip for blog writing? Always build key industry and service words into the post copy to help with SEO and ensure your company’s name shows up when prospective clients do a Google search for “media relations expert,” for example.
Thought leadership isn’t limited to these approaches. There are a variety of other tactics to consider to reach your target audiences. If you need help creating and executing your thought leadership strategy, reach out to me at shughes@linhartpr.com.
