In today’s rapidly evolving tech landscape, thought leadership has become a critical asset for startup founders and executives, and an important part of the tech PR repertoire. Thought leaders are individuals who express their ideas and insights on industry trends, backed by significant experience and influence within their field. Unlike what most understand as ‘influencers’, who may gain attention through entertaining and informing large social media followings, thought leaders shape the future of their industries through actionable insights and a deep understanding of their sectors. Broadly speaking, there are different kinds of influencers, and thought leaders are also within that broader category. In this blog post, we will explore the concept of thought leadership, its benefits, and strategies to become a recognised thought leader, particularly within the realm of technology.
Defining Thought Leadership
A thought leader is not merely a vocal participant in their industry but someone who provides substantial and actionable insights. They lead organisations or play significant roles within them, allowing them to interpret industry trends and guide others. Thought leaders provoke reactions through their opinions, facing backlash or garnering support, but always driving change. Unlike influencers, thought leaders are deeply embedded in their industries, often correlating their thought leadership with the commercial success of their organisations. In other words, skin in the game is not just a plus, it’s a need.
In the words of Tywin Lannister from Game of Thrones (yes, I know what you’re thinking), “Any man who must say ‘I am the king’ is no true king.” Similarly, true thought leaders are recognized not by self-proclamation but by the substance of their contributions and the respect they garner within their industries, but by their actual impact. Embrace the journey of thought leadership with a focus on meaningful impact, and the recognition will follow naturally.
Benefits of Thought Leadership in tech PR
Enhanced Industry Recognition
You probably heard that people prefer following people, rather than brands. And it’s 100% true! For leaders, engaging in thought leadership activities can significantly elevate your profile among key industry stakeholders, including influential company founders, CEOs, regulators, and journalists. This visibility can lead to more opportunities for collaboration, investment, and partnership. This is why most tech PR strategies will incorporate thought leadership, and why some of the most successful companies tend to count with CEOs, C-level executives or others who see the value in committing time and efforts to it.
Marketing and SEO Advantages
Thought leadership content can enhance your company’s reputation and visibility. Articles, podcasts, and other forms of content can improve your company’s social media presence and provide valuable backlinks, boosting your SEO efforts. Incorporating tech PR strategies into your thought leadership can further amplify these benefits, making your content more discoverable to those searching for insights in the tech industry. These opportunities rely on the pull of an individual person.
Customer and Investor Trust
Establishing yourself as a thought leader builds trust with potential customers and investors, a key objective of tech PR in the first place. It creates a track record of expertise and involvement in the industry, making your company a more attractive option compared to competitors. This trust can be crucial during the decision-making process, whether it’s for customers choosing your product or investors deciding to fund your company. If you are seen to voice original, productive and industry-changing ideas and, if there is proof out there of the impact your leadership is having on an industry or community, then you are more likely to be trusted.
Driving Industry Change
At its highest level, thought leadership can drive industry-wide change. By highlighting significant issues and proposing solutions, thought leaders can influence public policy, industry standards, and consumer behaviour. This impact can be seen in sectors like open banking in Europe, where the conversations between industry players, regulators, and other participants has significantly shaped the industry’s evolution.
Strategies for Becoming a Thought Leader
1. Start Small, Local, and Niche
As a startup founder, begin your thought leadership journey by engaging with local and niche communities. Speak at local events, contribute to regional podcasts, and write articles for specialised publications in your industry. This grassroots approach allows you to build credibility and gradually expand your influence.
2. Maintain Consistency in Activities and Messaging
Thought leadership requires a sustained effort (like the rest of your tech PR). Plan and execute regular activities such as speaking engagements, podcast appearances, and bylined articles. Consistency helps build a recognizable voice and reinforces your expertise. Develop core messages that reflect your beliefs and evolve them over time to keep your content fresh and engaging.
3. Amplify Your Efforts Across Channels
Leverage multiple channels to amplify your thought leadership content. Share your articles, podcast interviews, and speaking engagements on relevant social media platforms like LinkedIn and Twitter. Engage with your audience by responding to comments and participating in discussions. Use your company’s marketing toolkit, including newsletters and social media, to further promote your thought leadership content.
4. Build Relationships, Not Transactions
Focus on building genuine relationships with journalists, event organisers, and industry leaders. Personalise your interactions and express gratitude for opportunities. These relationships can lead to more meaningful and recurring opportunities for thought leadership.
5. Stay Informed and Engage in Industry Conversations
Continuously educate yourself about industry trends and engage in conversations with other thought leaders. Respond to their opinions and contribute your insights to ongoing debates. This proactive approach helps position you as a knowledgeable and engaged participant in your industry.
Case Study: Successful Thought Leadership
Pierpaolo Barbieri, Ualá
Pierpaolo Barbieri, the founder of fintech startup Ualá, exemplifies effective thought leadership. Through consistent engagement on platforms like Twitter and participation in various media formats, Barbieri has built a strong personal brand that complements his company’s growth. His efforts have made Ualá a recognized name in Latin American fintech, demonstrating the power of thought leadership in building trust and credibility.
Conclusion
While the term “thought leader” may be overused, the activities that constitute thought leadership are invaluable for tech startups. By consistently contributing valuable insights, building relationships, and engaging with the industry, startup founders can establish themselves as influential voices. Thought leadership not only enhances individual and company reputations but also drives meaningful change within industries. By integrating thought leadership into your tech PR efforts, you can further amplify your impact and achieve long-term success.
Further reading
You don’t say? Rethinking the role of quotes in press releases
Thought leadership and startups: The path is the goal
