Today’s complex media environment presents significant challenges in maintaining audience engagement. Yet, thought leadership continues to be an essential avenue for technology companies aiming to build trust and enhance their reputation. For businesses in service-based industries, it is particularly important to showcase expertise and deep industry knowledge through thought leadership.
A traditional yet effective method is publishing opinion articles in reputable media outlets, a tried-and-true way to share insights. Additionally, several other channels can help executives and experts connect with their relevant audiences.
Research Reports and White Papers
An increasing trend in thought leadership is the use of industry white papers. According to Forbes Advisor, 74% of companies consider content marketing effective for increasing lead generation. Creating proprietary research tailored to target industries provides a compelling way for marketing, communications, and sales teams to engage key audiences. The depth of white papers allows for thorough exploration of industry trends and analytics, making them valuable resources for journalists covering various topics and helping to secure media interest for more detailed leadership pieces.
Conferences and Networking Opportunities
With the resurgence of in-person events, the opportunities for networking have surged. Data from The Business of Events indicates a significant increase in revenue per delegate in recent years. Speaking at conferences or hosting discussions allows companies to directly control the narrative. These platforms are particularly effective for addressing sensitive issues, sharing new insights, or educating on recent developments, further emphasizing the importance of owned content in corporate communications.
Partnerships for Insights Sharing
Exploring partnerships for co-created thought leadership content is another effective move. Whether it’s contributing a foreword in a partner’s report, adding insights to industry presentations, or participating in digital features, these collaborations can enhance a company's reputation through endorsements from well-regarded stakeholders. It’s important to choose topics that align with both partners’ expertise and audience interests.
LinkedIn and Social Media Profiling
Not all thought leadership needs to make headlines; some of the most effective content fosters industry discussions or educates about best practices directly on platforms like LinkedIn. Increasingly, professionals are using LinkedIn for bespoke thought leadership campaigns, moving beyond its basic function as a job search tool. Moreover, with podcast listening expected to rise significantly, there are ample opportunities for spokespeople to delve into complex topics in a format that allows for more in-depth discussion than typical news segments.
Agility in Communications
For smaller or mid-sized tech companies, the challenge is to stand out in a field dominated by established players with larger budgets. Partnering with PR experts who understand the company’s unique selling propositions can facilitate quick and relevant media engagement. This agility is essential to capitalize on timely opportunities without the missteps seen in infamous campaigns like Pepsi's protest ad or OneVentures’ IWD posts.
Measuring Success and Effective Communications
Effective thought leadership does not operate in isolation; it must connect with the right audience at the right time to build awareness and trust. Early collaboration with a PR team to share relevant content and insights can be instrumental. Modern data-driven tools, like the PULSE reporting system, offer new ways to measure the commercial impact and brand equity of these efforts.
Conclusion
Ultimately, a successful multi-channel thought leadership strategy should reinforce and amplify your brand’s message, engaging meaningfully with key audiences and achieving measurable business outcomes. Without a solid foundation in effective communications, even the best content may simply add to the noise rather than cutting through it. As Marketing Directors at technology firms look to expand their international presence, understanding and implementing these multifaceted approaches will be key to advancing their company’s market position and reputation.
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