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.
Featured Co-Founder
- Name: Tristan Pelligrino
- What he does: He's the Co-Founder of Motion.
- Company: Motion
- Noteworthy: Tristan is the co-host of the Recorded Content podcast.
Key Insights
- Companies start podcasts to become thought leaders. Podcasting is a smart way to position your company as a thought leader in the industry. Tristan says, "In today's episode, we're going to explore the often misunderstood concept of thought leadership. It's a term that gets thrown around quite a bit in marketing circles. And it's often a big reason companies look to produce podcasts, but what does it really mean, and why is it so important for businesses to establish themselves as thought leaders in their industry?"
- Podcasting gives subject matter experts a platform. One thing's for sure: podcasting gives your subject matter experts a voice. Tristan explains, "Over the years, I've seen folks with deep expertise grow because of podcasts. I've seen customers and I've seen others in the industry grow as communicators. When you produce a podcast for your company consistently, it gives the subject matter experts within your organization a platform."
- Take a stand. Pick a side and give your honest opinion on industry trends. Tristan says, "Personally, I get tired of all the hot takes, whether it's a thread on Twitter or a LinkedIn post. Everyone feels like they have to point out the enemy, but in this case, I like what Devin suggests. Pick a side, and be a proponent for that side. This doesn't mean you always have to point out the negative to build a case for your point of view, and I feel a podcast can be a big help in this area."
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.”
