Tweet

David Meerman Scott talks about thought leadership

Guest post by: Craig Badings

Article Overview: David Meerman Scott, is one of the pre-eminent thought leaders on PR and marketing. For those who are in the marketing or PR industry I can highly recommend his book "The New Rules of PR and Marketing". I asked him five questions about his views on thought leadership and its role in building a brand

David Meerman Scott talks about thought leadership

• David, when you were working for NewsEdge you ignored the advice of your PR and ad agency, in effect you 'broke the old rules' by publishing lots of free content online that resulted in hundreds of sales. Could you explain the link between thought leadership and sales?

"The Web gives everyone-B2B companies, consumer brands, consultants, nonprofits, and even rock bands, churches, and colleges-a tremendous opportunity to reach people and engage them in new and different ways.

"When you build content especially for your audience, you build a relationship with people before you've even met them. When it's obvious that you understand your buyers and their problems, it jars your visitors into paying attention.

"You transform your marketing from mere product-specific, ego-centric gobbledygook that only you understand and care about into valuable information people are eager to consume and that they use to make the choice to do business with your organization. Instead of creating jargon-filled, hype-based advertising, you can create the kind of online content that your buyers naturally gravitate to-if you take the time to listen to them discuss the problems that you can help them solve. Then you'll be able to use their words, not your own. You'll speak in the language of your buyer, not the language of your founder, CEO, product manager, or PR agency staffer. You'll help your marketing get real."

• You have written 5 books which have clearly driven a large part of positioning yourself as a thought leader in your field but what advice would you give to companies striving to become thought leaders where books may not necessarily be appropriate?

"Now we can earn attention by creating something interesting and valuable (call it thought leadership if you like) and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an e-book, a Facebook page. There are hundreds of different outlets for valuable information."

• Does content alone make a thought leader?

"The problem is that most organizations create content about their stupid products. What people need to realize is that nobody cares about your products (except you). What people do care about are themselves and ways to solve their problems.

"People also like to be entertained and to share in something remarkable. In order to have people talk about you and your ideas, you must resist the urge to hype your products and services. And you must resist the urge to "control the message." Create something interesting that will be talked about online."

• Do you have any advice for companies who don't share content and hold their knowledge and insights close their chests?

"It all comes down to the goals. For decades, marketers have had a goal of collecting names (via registration forms) so they can then sell and market to those people. You are measured on the number of forms submitted.

"But I think for many people a better goal is to spread your ideas. How many people can your reach? A million? Ten million? You can measure how many people have downloaded your stuff. How many bloggers are talking about you.

"When you lose control of your marketing by opening up and not requiring a registration, as many as fifty times the number of people will download it compared to the form requirement.

"This is a difficult one for people to make the leap to do, but believe me, it works."

• In a world where content is readily available and easily accessible at the click of a mouse what will be the key things that differentiate companies/ products/ brands in the eyes of their target audiences over the next decade?

"My most important aspect of creating information is to throw away your own ego and instead create content, what I call "buyer personas."

"I think "buyer personas" are the king of marketing and a focus on buyer personas allows you to create the content. A buyer persona represents a distinct group of potential customers, an archetypal person whom you want your marketing to reach. Targeting your work to buyer personas prevents you from sitting on your butt in your comfortable office just making stuff up about you products, which is the cause of most ineffective marketing.

"Incidentally, my use of the word "buyer" applies to any organization's target customers. A politician's buyer personas include voters, supporters, and contributors; universities' buyer personas include prospective students and their parents; a tennis club's buyer personas are potential members; and nonprofits' buyer personas include corporate and individual donors. Go ahead and substitute, however, you refer to your potential customers in the phrase buyer persona," but do keep your focus on this concept. It is critical for success online."

Related Articles
  Thought Jacking your way to thought leadership
  The sales pitch is dead
  Content Marketing: 7 Simple Steps to Get Started
  Tips on taking your thought leadership campaign to market: Four - media
  10 Tips to Gain Credibility Online
  The New Marketing
  Want to Host Your Own Company TV Show? Talk to the Host of Mad Marketing TV!
  Thought leadership gems from someone who really stands out
  David Ogilvy's greatest tip for thought leaders
  Content = thought leadership. Wrong.
  Does product, sales or market leadership equal thought leadership?
  Find New Customers is ready and primed for a great 2012!
  The Problem with Kids: How Your Products and Services are Truly Perceived
  FYI...
  Handy Tips to Help Your Creativity
  Productivity
  Key 2011 Hacker Prevention Lessons
  Harness the power of Newsjacking to Grow Your Business
  The secret questions of successful thought leaders
  Using FREE to Build Your Small Business Brand

Article Tags: buyer personas, content management, David Meerman Scott, marketing thought leadership, product marketing, public relations, publishing content, thought leadership



Related Forum Posts
Bad books - One of my pet peeves: I really, [i:3gjt67s5]really [/i:3gjt67s5]hate those "franchise" books like The __________ For Dummies, or The Idiot's Guide to ______________. The titles offend me, and the way they're written (yes, I have looked at a couple), in a "yes we know you're not a dummy but we'll talk to you like you are, anyway" manner, get on my nerves. So any business books coming out of those franchises.... I never look at. I'm also not too sure about those "gimmick" books - leadership skills of Attila the Hun, or of The Sopranos (how sad that someone actually thought it might be amusing to write a book about the leadership skills of characters in a TV show based on the Mafia...)
Re: Message to Mods, and request for feedback, two ideas - David and GT, Glad you both agree on the recommendation. I believe he would do well as he's demonstrated good leadership thus far.
Key Components - Two key components for success in network marketing are passion and leadership. As others have said, you have to believe in, or be passionate about, what you are selling. But, just as important, is the development of leadership skills. People want to work with a leader -- someone who can show them the way. So you must take the time to study and become a leader if you want to meet with real success in the network marketing industry.
Re: Quote of the Day - "People are not lazy. They simply have im - Yesterday is History, Tomorrow is a mystery and Today is a gift –that is why we call it the present –Cherie Carter-Scott
Pitching without getting Poached - Hi Kevin, This is a great question and one I get ALOT! The short answer is a non disclosure agreement with a strict confidentiality clause and non-compete. Sadly, it doesnt always work. I recently hired a copywriter to edit some of my women's leadership work - and now I find out she is speaking on Women's leadership to my own Women's group. Eek! In any case, I'm the expert so I doubt it will go far. You do need to be careful and follow your gut on who to trust and how much information to share. Most people are honourable but you do need to cover your butt. J


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

How do you keep it together on a daily basis?

Is the Media to blame for losses in super?

Ten Steps to Go from Idea to E-book for Sale

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.