Podcasting & Thought Leadership: Creating a platform for subject matter experts

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Episode Summary

Thought leadership is a popular buzzword, and most companies start a podcast to position themselves as thought leaders in the industry. But what does it really mean to be a thought leader?

In this episode of the Recorded Content podcast, our host Tristan Pelligrino dives into the concept of thought leadership. He shares some powerful insights from thought leaders, gives his unique perspective on the topic, and explores how podcasting helps promote thought leadership.

Excerpts from the show feature interviews from The Notorious Thought Leader, hosted by Erin Balsa.

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Key Insights

Episode Highlights

Subject matter expertise and thought leadership is not the same

Christopher Fox says, “Not all B2B companies have thought leaders on their bench. And I guess I would say that’s a qualified note. I don’t think that they should never do thought leadership, but I do think that there are many companies that should not do it now because building thought leadership takes a lot of development and coaching of those thought leaders. Yes, they have subject matter expertise, but subject matter expertise and thought leadership are not synonymous.”

Thought leadership at the company and individual level

Steve Watt says, “I would say I am a subject matter expert today. I aspire to be more of a thought leader, but I’m not going to try to duplicate the company’s thing; I’m actually focused on one slice of it. I’m focused on social selling and employee advocacy, which is only one small part of what my company cares about, but I’m digging in deep to be the expert in that piece. And then, some of my colleagues are digging in deep to be the experts in other pieces of it, and together, it humanizes and strengthens the company’s position. So, if you have a corporate thought leadership initiative, and then you have several people beneath that who are going deep on certain pieces of it, and then beneath that, you have dozens or hundreds of subject matter experts, well, now I think you’re in a really strong position.”

Employee branding can help the company’s thought leadership

“When an individual within a company establishes themselves as a thought leader in their field, it can then help to increase the company’s credibility and reputation. The individual’s personal brand can become closely tied to the company, and by association, the company’s brand can get stronger. On the other hand, when a company establishes itself as a thought leader in its industry, it can help to attract top talent, build partnerships, and increase brand recognition overall, and I’ve seen a podcast help in both cases.”