Thought Leaders: It is time to embrace change
Are you using webinars, white papers, blog posts and podcasts to help build your brand and reach your target audience? BRAVO! Are you presenting the same old tired topics to your audience? BOO!
We all know that, great content will engage your target audience and drive new business. Being positioned as a subject matter expert (SME) and thought leader in your industry is an invaluable byproduct. Staying relevant and engaging in regards to that topic can become a challenge.
Albert Einstein once said, “The definition of insanity is doing the same thing over and over again, but expecting different results.”
Many brand developers who find success early doing webinars and blogs and are afraid to go off script or change topics. They get comfortable in the habit of delivering the same content – over and over. Not surprisingly, the content becomes dull and irrelevant to the audience. I challenge you to step outside your box or at the very least reevaluate your delivery method. Don’t lose momentum in the comfortable.
If you are having a creative block when it comes to which topics to cover or ways to spruce up your delivery, here are a few tips you might consider:
- Survey your audience: What do they want to hear about? What is important to them? If you aren’t an expert, find one or become one. If you are not in line with your audience, maybe it is time to reevaluate your target audience.
- Look for what is hot and what is NOT: There are several sites out there that will provide you with trends and where the industry you are targeting is going. Find something interesting and be the first to talk about it.
- Change your delivery: If you were doing slides and handouts, try a new format. Pair with another SME and interview them on the topic, form a panel, invite people to a coffee talk or present a live case study where the topic has seen success or has failed. If you have been writing a blog, try vlogging about it or doing a demonstration.
Ask another expert: Surround yourself with thought leaders, meet with them regularly, and don’t be shy – ASK for help. If we are not here on this earth to help each other – then what are we here for?
If you would like help surveying your audience, changing your delivery or coming up with topics to cover we would love to help you! Stop by the office or contact us today.
“The secret of change is to focus all your energy, not fighting the old, but on building the new.” ― Socrates