1. Building thought
Leadership
Beyond SEO
Presented by Kunle Campbell
Digital Marketing Professional & Founder of Fuzz One Media @KunleTCampbell

2. CAN YOU DESCRIBE
WHAT EACH OF THESE
PEOPLE & BRANDS
STAND FOR IN
A FEW WORDS?

5. Don’t forget Authorship
…Author Rank ?!

6. Link Building
As we know it is on-going
Forever…

7. But what if..
Your competitor does all the above

8. HOW edge?
can you gain a competitive

9. ha
You ad…ve
to Le

10. Lead opinion
INFLUENCE THOUGHTS…
INNOVATIVE THINKING and NEW IDEAS...
LEAD the MINDs of your AUDIENCE

11. The go al is.s.
Leading Mind
ILL FOLLOW
LINKS W

12. Thought LEADERSHIP…
“A person or entity
that is recognised by peers
for having PROGRESSIVE AND
INNOVATIVE IDEAS”
Wikipedia

16. Think…Differently
The
Purple cow The
Spotted
zebra

17. Stand out from the Crowd
To Attract attention

18. You’re
boring me!
Don’t Just
PARTICIPATE
IN THE
CONVERSATION…

19. Drive it!

20. Thought Leadership is NOT
SHAMELESS SELF PROMOTION

21. THOUGHT LEADERSHIP
is NOT Content Marketing
But Content Marketing is used to drive it

26. HOW ca n YOUR
AUTH HOR RANK
ORSHIP AUT
influence links and
rankings?

27. SETH GODIN:
Ranks 1st for ‘marketing blog’ – no mention of
marketing blog in title tag or content.
Google is rewarding
Thought Leaders

28. EVEN WITH LOWER RANKINGS
Thought Leaders
Are
Likely
to
get
Higher
SERPs
CTR

29. ReL=author
…a Self fulfilling ‘thought leadership’ prophecy
Having a Google+ Profile Helps!

31. PFFT… AuthorRank
it’s Authority that I crave for

34. #2
USE YOUR
Data!

35. PornMD:
IF A COMPANY IN THE PORN
INDUSTRY CAN DO IT…
MOST CLIENTS HAVE NO EXCUSE!

36. rightmove overseas:
WHAT £250K COULD BUY YOU OVERSEAS
IN PARTNERSHIP WITH THE GUARDIAN

37. INDEED.com:
LIST OF 15 COMPANIES WITH THE
MOST LISTINGS
OF $60K JOBS ON FORBE.COM

40. Today: Deloitte are ‘football finance experts’ with
Football Money League Annual
Deloitte:
Use Annual Benchmark Reports
to Generate New Business

41. Deloitte’s Annual Review of Football
Finance - Annual" Now Price: £600 per copy
Now have 18 High calibre clients

42. Kingston Smith
ANNUAL REVIEW OF CREATIVE MARKETING AGENCIES
ANNUAL 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

43. The wow company
SMALL 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

44. THE PIONEERS OF
Of ‘Corporate Blogging’
The McKinsey Quarterly – ‘BIG’ INSIGHTFUL VISONARY CONTENT

45. #4
Encourage think
your clients
to get invo
events. Do lved in spe
they organ aking
ise events
?

46. #5
Get visual
with Images & Video
Reinforce your Thought Leadership
efforts with Video Promotion &
Feature Infographics

47. We process visual information
60,000x faster in the brain than we do text

50. #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

51. James cann
Working Hard to become a Thought Leader

52. Working Hard to become a Thought Leader
On start-ups &
Entrepreneurship

53. But…
he doesn't seem to have
REL=AUTHORSHIP tag?

54. #8
Flaunt your success
On your website or blog
Your
website
and
blog
should
be
the
hub
of
all
your
thought
leadership
efforts

55. 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

56. 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 Media
low cost broadcast medium Twitter Facebook Google+ LinkedIn Pinterest YouTube Slideshare Instagram
by-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

58. credits to...
Image Credits:
Slide 7 – Spider & Web by rhett maxwell
Slide 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

59. Contact ME
Kunle Campbell
fuzzone.com
Tel: +44 (0)1865 6000 62
E-mail: kc@fuzzone.co.uk
Twitter: @kunleTcampbell
Presented by Kunle Campbell
@KunleTCampbell