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John W. Hayes. Becoming THE Expert
Publishing details
About the Author
Preface
Who is this book for?
Chapter 1: Becoming THE Expert: An Introduction to Thought Leadership Marketing
So what is Thought Leadership Marketing?
Openness as a great asset
Who are the Thought Leaders?
Are you a Thought Leader?
Typical reservations about Thought Leadership
Self-imposed roadblocks. Roadblock 1: Trust and too much attention to detail
Roadblock 2: Cynicism
Chapter 2: Finding Your Voice
Turning Ideas into Thought Leadership
Planning your Thought Leadership products
Your Voice
Finding someone else’s voice
How to identify a wannabe
Content farming
Bad experience with content farming: 1
Bad experience with content farming: 2
The right way to nurture content
Drawing on freelance talent to help produce your content
Chapter 3: Thought Leadership Channels
Blogging
Why would a business have a blog?
What makes a good blog?
Five great ideas for blog posts
A crash course in blogging
Example Blog Post
Blogging summary
Guest editorials
Writing your first guest editorial
Making the approach
Public relations (PR)
On PR agencies
A small fish in a large pond
Press releases
Six newsworthy ideas for your press releases
How to structure a press release
The right time at the right place
The elevator pitch
Become a source
White papers
What is a white paper?
How a white paper is useful for you
Warning – check your website’s capability
Promoting your white paper
Extending the life and reach of your white paper
Books/eBooks
Have you got a book in you?
Finding a publisher
Self-publishing
Print on demand (POD) and eBook publishing platforms
Indie Not Amateur
Pricing your Thought Leadership book
Shorter reads are blurring the lines between white papers and the book
Spread the word – the gospel according to you
Video
Six great ideas to commit to video
Hosting your videos on YouTube
YouTube alternatives
Video Podcasting via iTunes
Don’t forget audio
Public speaking/events
Getting the gig
The 80/20 rule
Death by PowerPoint
Practice makes perfect (without growing up in public)
Even the big guys can fail
Organising your own events
Selling tickets
Sharing costs
Calculating the value of events
Surveying delegates
Webinars
Five reasons why you should consider running webinars
Joined-up thinking
Calculating the value of PR
Chapter 4 – Using Social Media to Position Yourself as a Thought Leader
A quick guide to … … Facebook
… Twitter
… Google+
… LinkedIn
Social media should not be a waste of time
Seven golden rules for winning at social media
Socialise your content
Share and share alike (even your emails)
Chapter 5 – Building A Community Around Your Thought Leadership
Ten tips to help you build a community around your Thought Leadership
Putting the power of community to work
Third-party communities
Empowering colleagues
New voices
Empowering partners
Co-branding Thought Leadership
A clandestine meeting which produces many leads
Conclusion – Your First Steps Towards Thought Leadership
Final thought
About Brightword Publishing
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