The Spin Sucks Podcast with Gini Dietrich

What Does Thought Leadership In 2020 Look Like?


Listen Later

The last piece of an integrated PESO Model program, before you get to measurement, is authority—or thought leadership. If you implement a full PESO Model program, complete with the full foundational work of paid, earned, shared, and owned media working together, it will be inevitable that you’ll build authority for your organization and its executives. But you also have to create some of it on your own.

There isn’t a single piece of content out there about marketing that doesn’t extol the virtues of thought leadership. In fact, it’s so prevalent the phrase itself has become a word most marketers hate to hear.

Test it out. Tell a marketing friend that you want to be a thought leader and watch his or her eyes roll back into their head.

Even though most hate it, thought leadership is a very important part of a content strategy in today’s business world. But what does that mean? How can it be effective?

The Benefits of Thought Leadership

In an article written by Haydn Shaughnessy, “The Growth of Thought Leadership as a Marketing Strategy,” he describes it as essential as companies search for new markets, where they have no presence but see opportunity, and as they seek to defend their positions from competitors. He describes it as a strategic necessity in an era of “hyper-innovation,” social enterprise, and social media.

Thought leadership drives new directions. It pushes the economy forward. It makes the rest of us think, question, discuss, and purchase.

Thought leaders can develop organically. We’ve all known someone who is wildly creative, persistent, hard-working, and vocal. Who has been willing to take the time to study and work at her craft, to learn from his mistakes. Someone who has pushed past the fear of how it looks, how it should be done, and has produced magnificent results. Or controversy. Or both.

To some degree, thought leaders can be created. That’s what we talk about on today’s Spin Sucks podcast episode.

Links for Your Perusal
  • PR Pros Must Embrace the PESO Model
  • Moving From Thought Leadership to Thoughtful Leadership
  • PESO Model Certification
  • Thought Leadership Resources
  • Spin Sucks Community

  • ...more
    View all episodesView all episodes
    Download on the App Store

    The Spin Sucks Podcast with Gini DietrichBy Gini Dietrich, Founder of Spin Sucks

    • 4.9
    • 4.9
    • 4.9
    • 4.9
    • 4.9

    4.9

    64 ratings


    More shows like The Spin Sucks Podcast with Gini Dietrich

    View all
    HBR IdeaCast by Harvard Business Review

    HBR IdeaCast

    1,870 Listeners

    Pop Culture Happy Hour by NPR

    Pop Culture Happy Hour

    10,986 Listeners

    TED Radio Hour by NPR

    TED Radio Hour

    21,890 Listeners

    The New Yorker Radio Hour by WNYC Studios and The New Yorker

    The New Yorker Radio Hour

    6,690 Listeners

    The NPR Politics Podcast by NPR

    The NPR Politics Podcast

    25,794 Listeners

    It's Been a Minute by NPR

    It's Been a Minute

    8,952 Listeners

    Today, Explained by Vox

    Today, Explained

    10,131 Listeners

    Worklife with Adam Grant by TED

    Worklife with Adam Grant

    9,174 Listeners

    The PR Breakdown with Molly McPherson by www.mollymcpherson.com

    The PR Breakdown with Molly McPherson

    216 Listeners

    Life Kit by NPR

    Life Kit

    4,359 Listeners

    The Journal. by The Wall Street Journal & Spotify Studios

    The Journal.

    5,950 Listeners

    Fiction - Comedy Fiction by The Sunset Explorers

    Fiction - Comedy Fiction

    6,446 Listeners

    People I (Mostly) Admire by Freakonomics Radio + Stitcher

    People I (Mostly) Admire

    2,095 Listeners

    IMO with Michelle Obama and Craig Robinson by Higher Ground

    IMO with Michelle Obama and Craig Robinson

    12,956 Listeners

    The Economics of Everyday Things by Freakonomics Network & Zachary Crockett

    The Economics of Everyday Things

    1,604 Listeners