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Technology has made marketing and business communications faster, easier and more competitive than ever. In the seven years since starting ShoutStream, we’ve seen a lot of changes. For example, lifeless banner ads have transformed into dynamic units. Video is quickly turning mainstream. And users are now, actively, participating in content and media development. As an organization, we have been intimately involved in driving and introducing these changes. One unique characteristic we’ve seen develop is the ability for, even, small companies to do something that at one time only the “big boys” had a shot at – thought leadership. The term thought leadership gets tossed around so much that its meaning has become somewhat convoluted. True thought leaders are individuals and organizations that are recognized among peers, as well as the outside world for driving innovation and delivering information for the benefit of customers and the marketplace as a whole. Thought leadership is earned. This is done by freely, actively and sincerely delivering useful information to the marketplace. This position clearly presents a great competitive advantage. Though still not easy, online media has opened new doors for companies looking to seek such status. In the article below, I’ll discuss a few of the most effective ways to begin your online journey into thought leadership. Blogs & Podcasts Once little more than simple online diaries, blogs have transformed into a highly effective business tool. I read recently there is one new blog created just about every second of every day! To date, respected thought leaders, such as Google, Microsoft and JupiterResearch have jumped on-board. Just as blogs transformed into a marketing and business tool, so have podcasts. In case you’re not familiar with how they work, podcasts are audio files which can be downloaded to nearly any portable media device, or they can be simply played from a computer. Many businesses are leveraging podcasts to distribute information much like a whitepaper, article, blog, and even seminars. Many companies are podcasting live seminars, conferences and interviews, which they make available for download from their website. As a result of their ability to share knowledge and information freely and accessibly, blogs and podcasts are great mediums for thought leadership. With features such as “post a response,” blogs have the ability to engage the reader with your content. In an effort to use blogging and podcasting effectively, you have to commit to it. Regular postings and scheduled podcasts that answer the tough questions and deliver solutions are a few ways to help to drive interest and loyalty. Online Events Online events – also called Webcasts, Webinars – have quickly become an excellent medium for generating qualified leads. More importantly, the ability to effectively establish thought leadership is what is so impressive. Online events are educationally-based Web presentations. They generally include a slide presentation with audio commentary and can, even, include video. They drive information to large groups of people and are widely accepted as educational media, so you don’t have to push through a marketing barrier. Online events can be broadcast live or offered on-demand. We’ve noticed that companies who broadcast live events tend to do more in the way of creating urgency in their message. Pushing demand for your information will ultimately drive thought leadership. Similarly to blogging and podcasting, online events should be done with frequency in order to reap the biggest reward. Keep the information coming! It should go without saying, but content is your most powerful tool. Help serve your thought leadership goal by identifying a current and common problem in your industry. By addressing the problem, suggesting a solution and driving change, your company is uniquely positioned as an expert. The more you reach out to your registrants, the more you establish yourself as an expert. As such, with scheduled events, you are able to reach out to provide your registrants with more information - prior to an event - such as white papers, podcasts, or case studies that relate directly to your topic.
Article Source: http://www.SponsorDirectory.com/Free-Content
About the Author: Curtis Robinson is co-founder and COO of Katch Media, an online event and rich media provider, based in Atlanta, Georgia. www.katchmedia.com
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