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

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

Don’t forget Authorship …Author Rank
?!

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

But what if.. Your competitor
does all the above

HOW edge? can you gain
a competitive

ha
You ad…ve
to 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 Crowd
To Attract attention

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

Drive it!

Thought Leadership is NOT SHAMELESS
SELF PROMOTION

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

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

SETH GODIN: Ranks 1st for
‘marketing blog’ – no mention of marketing 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… AuthorRank it’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 Football
Finance - Annual" Now Price: £600 per copy Now have 18 High calibre clients

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

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

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 information 60,000x
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 cann Working Hard to
become a Thought Leader

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

But… he doesn't seem to
have REL=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 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

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

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