Number one: We live in the age of the long tail. Right. So it’s not about getting on Oprah. It’s not about getting on the Today Show. If either of those call you, ignore me and take call. It’s not going to happen. It’s just not the way it works. You need to figure out who your targets are with as much specificity as you can. So if you’ve got sales content, the world does not need anymore sales content. Sorry to tell you that. If you have leadership content, ditto.
But what the world could use is sales content targeted to newly minted sales professionals in the pharmaceutical space. So now we’ve went from this, to like that. We can research that and figure out where those folks are hanging out, the blogs, the conferences they’re going to, anywhere else they are getting content.
And talk to them.
Talk to two or three small audiences and figure out where they are and align your content to the way they like to consume their content. So if it’s a younger group and they are video heavy and you’re text heavy, convert some of your stuff to video. And get it placed to those populations. Get it out there. Give it away. Give away the essence of the content that gets your message out and your thinking out there.
Then measure it.
What a good thought leader marketing program does is not just the branding, the awareness and all that. But it should actually generate leads for specific products and services in specific markets that you want to serve. And it is not time sensitive. It should be a machine that you’ve built that is part your organization.
You’re in the content business.
This is just placing your content and putting stuff out there. And putting the hooks out there where the fish are. The fish are not only on your website. The fish are not only on your Twitter account.
They’re everywhere. Use your content to get it out there.