Building Thought Leadership - Beyond SEO
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Building Thought Leadership - Beyond SEO

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Tips and advice on Thought Leadership how you can become an authority in your industry and drive conversation online about your brand, product or service. ...

Tips and advice on Thought Leadership how you can become an authority in your industry and drive conversation online about your brand, product or service.

This presentation also covers content marketing and how it is a tactical process vs. thought leadership which is strategic.

Included are examples and tools which you can use in your content marketing strategy and develop thought leadership for your clients.

This talk was presented at Oxon Digital.

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Building Thought Leadership - Beyond SEO Building Thought Leadership - Beyond SEO Presentation Transcript

  • Building thoughtLeadership Beyond SEO Presented by Kunle Campbell Digital Marketing Professional & Founder of Fuzz One Media @KunleTCampbell
  • CAN YOU DESCRIBEWHAT EACH OF THESE PEOPLE & BRANDS STAND FOR IN A FEW WORDS?
  • Don’t forget Authorship …Author Rank ?!
  • Link BuildingAs we know it is on-goingForever…
  • But what if..Your competitor does all the above
  • HOW edge?can you gain a competitive
  • haYou ad…veto Le
  • Lead opinion INFLUENCE THOUGHTS…INNOVATIVE THINKING and NEW IDEAS... LEAD the MINDs of your AUDIENCE
  • The go al is.s.Leading Mind ILL FOLLOW   LINKS W
  • Thought LEADERSHIP…“A person or entity   that is recognised by peers for having PROGRESSIVE AND INNOVATIVE IDEAS” Wikipedia
  • Think…Differently   The   Purple cow The   Spotted zebra
  • Stand out from the CrowdTo Attract attention
  • You’re boring me!  Don’t JustPARTICIPATEIN THECONVERSATION…
  • Drive it!
  • Thought Leadership is NOTSHAMELESS SELF PROMOTION
  • THOUGHT LEADERSHIPis NOT Content MarketingBut Content Marketing is used to drive it
  • HOW ca n YOUR AUTH HOR RANK ORSHIP AUTinfluence links andrankings?
  • SETH GODIN:Ranks 1st for ‘marketing blog’ – no mention ofmarketing blog in title tag or content. Google is rewarding Thought Leaders  
  • EVEN WITH LOWER RANKINGS Thought Leaders   Are  Likely  to  get     Higher  SERPs  CTR  
  • ReL=author…a Self fulfilling ‘thought leadership’ prophecy Having a Google+ Profile Helps!
  • PFFT… AuthorRankit’s Authority that I crave for
  • #2   USE YOUR Data!
  • PornMD: IF A COMPANY IN THE PORN INDUSTRY CAN DO IT…MOST CLIENTS HAVE NO EXCUSE!
  • rightmove overseas:WHAT £250K COULD BUY YOU OVERSEAS IN PARTNERSHIP WITH THE GUARDIAN
  • INDEED.com:LIST OF 15 COMPANIES WITH THE MOST LISTINGS OF $60K JOBS ON FORBE.COM
  • Today: Deloitte are ‘football finance experts’ with Football Money League Annual Deloitte:  Use Annual Benchmark Reports to Generate New Business
  • Deloitte’s Annual Review of FootballFinance - Annual"  Now Price: £600 per copyNow have 18 High calibre clients
  • Kingston Smith ANNUAL REVIEW OF CREATIVE MARKETING AGENCIESANNUAL BENCHMARK OF THE TOP 50 ADVERTISING AGENCIES TOP 20 chartered accountants 9  out  of  the  50  Agencies  on  list  are  clients!   Annual Publication, since 1990
  • The wow companySMALL BUSINESS ACCOUNTANTS FOR START-UPS TO £5M TURNOVER BENCHPRESS, BENCHMARKING FOR CREATIVE COMPANIES They Have Picked a niche small  business  +  crea;ve  agencies   And Have stuck to it! h=p://bit.ly/1m-­‐agency  
  • THE PIONEERS OF Of ‘Corporate Blogging’The McKinsey Quarterly – ‘BIG’ INSIGHTFUL VISONARY CONTENT
  • #4   Encourage think your clients to get invo events. Do lved in spe they organ aking ise events ?
  • #5   Get visual with Images & Video Reinforce your Thought Leadership efforts with Video Promotion & Feature Infographics
  • We process visual information60,000x faster in the brain than we do text
  • #7   Google+ Authorship Reports have Authorship Adoption to be as low as 9% and as high as 17%.  Reinforce your personal authority on the SERPs
  • James cannWorking Hard to become a Thought Leader
  • Working Hard to become a Thought Leader On start-ups & Entrepreneurship
  • But…he doesnt seem to haveREL=AUTHORSHIP tag?
  • #8   Flaunt your success On your website or blog Your  website  and  blog  should  be  the   hub  of  all  your  thought  leadership  efforts  
  • execution and approach Paid Media Owned Media Search PPC Promoted Blog Social PPC Brand Content Facebook Sponsorship Twitter Banners YouTube Retargeting / Google+ LinkedIn Remarketing Converged Slideshare Media Pinterest Instagram Sponsored Brands that ask Customers for shared media Earned Media (Organic) Press Coverage Interview Request Search Rankings Reviews from Happy Clients Awards & Recognition Viral Social Reach
  • THOUGHT LEADERSHIP blueprint Thought Leadership LEAD THE INFLUENCE Peers Prospects Clients Regulators Industry CONVERSATION Big Message or Survey Benchmark Cause Research Ground Breaking Quarterly Internal Major Finding Data Report Innovation Journals Mining Social Medialow cost broadcast medium Twitter Facebook Google+ LinkedIn Pinterest YouTube Slideshare Instagramby-pass mainstream media personal brand & voice advanced engaging content... ...building your following & affiliations establishing expert authority Regular Content Marketing - Blogging - Video - Guest Blogging - Events - Get Published - Book - Quora - Podcasts - Guest Interviews - Public Speaking - Tier 1 - News - Webinars / Hangouts on Podcasts - Seminar & Workshops Coverage - Infographics - eBook - Press Coverage - TV Appearance - Lead Online - Industry/Trade - Columnist Communities Publication(s) Gear 1 Gear 2 Gear 3 Gear 4 Gear 5 Fuzz One Ltd © 2013
  • credits to... Image Credits: Slide 7 – Spider & Web by rhett maxwellSlide 8 – Chess Background Image by ALAN LEVINE cogdogblog Slide 37 – Image of Gary V speaking by BenLucier Slide 44 – Image of Gary V Speaking by Silicon Prairie News Presentation design by
  • Contact ME   Kunle Campbell fuzzone.com Tel: +44 (0)1865 6000 62 E-mail: kc@fuzzone.co.uk Twitter: @kunleTcampbellPresented by Kunle Campbell @KunleTCampbell