At a time when information and content is plentiful, and basically any question we need the answer to can be found at the touch of our fingertips, it can sometimes seem tricky to stand out from the crowd.

One tactic we often consider for our clients, where suited, is how to position them as opinion leaders and experts in their field. We say ‘where suited’ mostly because the strongest way – and the preference when positioning someone to becoming a strong opinion leader – is to create a profile around a key spokesperson, who can act on behalf of the company. And if there is no one suitable or willing enough to be the face of the opinions and acting as the expert, there will be a slightly different marketing path to take. Today, the term opinion leader is among the highest of compliments in the business world.

Taking a more personal profile approach to thought leadership is incredibly advantageous to building relationships and setting up additional opportunities, which often lead to bigger business successes. It’s funny how many clients of ours say they’ve had feedback, or have had someone new say to them, ‘oh, I think I read something you wrote in…’, after being featured in an opinion piece in a select publication or media source. A more individual profile approach also means the chance of getting contacted by other partners for comment in their news, which is another win!

So, what is an opinion or thought leader? Opinion leaders are the go-to people in their field of expertise. They are trusted sources who are known to be doing big things, inspiring people, keeping up with the trends (if not making them), championing big and innovative ideas and turning them into reality, or even advocating for change and making noise in an industry. They’re basically know-it-alls in their field, making waves, or more simply put: making stuff happen. A key point here is that thought leaders are not only known for challenging or changing their particular industry, but succeeding in it too. Tough gig, huh?

Think about Richard Branson or Elon Musk – they are people looked up to all over the world – followed and watched for their next move or their next big idea; what crazy business idea will Branson come up with next? When you get to the top of the heap, media will be coming to you for your story, or featuring you without request – which can be both good and bad. For example, last week we saw the New Zealand Herald question whether Deborah Pead is Auckland’s most influential woman.

From our perspective, being an opinion leader leans more towards the notion of providing valuable information that helps and informs readers, as well as supports them or encourages them – as opposed to overtly pushing a brand, product or service (AKA blatant promotion). So while many businesses tend to count the mentions of their brand in an article, and often rate the quality of coverage in this way, being an opinion leader is about attracting people to you for a different reason – your expertise – while also subtly encouraging them to know where you are from, or what business is behind it.

This is where it can sometimes be tricky for clients to see the value in what we are doing and achieving through thought leadership pieces. However, achieving thought leadership is an ongoing process that comes about through a series of activity, including but not limited to: attending networking events and a focus on relationship building; securing profile and opinion pieces in target media (we can help!), including niche industry publications; speaking at events and taking opportunities to be a spokesperson. Thought leadership won’t happen overnight – but the rewards soon might.

You might be thinking ‘I already have a great product and all the customers I need, why do I need to put myself out there and be a mini-celebrity on the scene?’. Being an opinion leader in your industry will not only give you more exposure but is a great way to set up future opportunities and partnerships – you never know who you might meet or the trends you might set!

Want to start trying your luck and acting more in the space of thought leadership? A few key things to start doing include: being current on social media and staying abreast of online trends, writing a blog and keeping it updated; speaking at events; coming up with a personal brand strategy; and network, network, network! Make sure to surround yourself with influential people and friends.

Good luck!