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Technology moves fast. Fast enough to make most of your clients’ heads spin. This is where you and your thought leadership come in with a message, “Technology can help you. It’s simpler than you think. Let me explain.”

Thought leadership isn’t about showcasing your expertise; it’s about simplifying things for your clients and building relationships.

Let’s build a thought leadership stack for B2B professional services and technology/IT sectors, complete with podcasts, blogs, newsletters, social media, and paid channels.

Podcasts: The Verbal Publishing Tool (optional)

Although not a part of everyone’s stack, this is especially good for leaders who don’t want to sit down and write, but could talk for hours about the secrets of IT, the new tech or the best way to think about a certain tool.

Podcasts give you the opportunity to deliver thought leadership to a targeted audience. In B2B, podcasts let you discuss industry trends and provide insights into complex topics. And if you host guest speakers, industry experts, and clients, you can further amplify your credibility and widen your reach.

Protip: further grow your reach by being a guest on other podcasts.

Another reason podcasts are great is that they generate content that a writer can adapt to your blog, under your name.

Blogs: Your SEO Cornerstone

Blogs let you immerse your readers in industry-specific topics, case studies, and your practical solutions to common challenges. It’s a great way to teach your audience how to properly understand your industry. Blog posts don’t just establish authority and educate, but they also give you SEO (search engine optimization) juice.

Blogs serve as the foundation for your newsletter and social, which can then point back to the blog.

Newsletters: Your Personal Media Channel

Social media channels don’t belong to us. The platform owns your content, and if they decide you don’t have the right opinions, they can reduce your traffic.

But you know what they don’t own? Your email list.

And even though MailChimp disabled accounts that were spreading “misinformation,” the accountholders still owned their mailing list, and could take that list over to Aweber or another provider and start where they left off.

Your mailing list is your own, personal media channel.

And if you set it up right, you’re sending to people who say they want to hear from you. Give them interesting content, and they’ll grow even fonder of that relationship.

You can use it for curated content, company updates, and exclusive insights from you, straight to their inbox. In B2B, newsletters offer a personal touch (when done right), allowing you to nurture leads, and foster long-term relationships.

Pro tip: Segment your subscriber list based on interests and engagement levels, and you can tailor content to resonate with those segments, further driving engagement and conversion.

Social Media:

Social media is great if you don’t try to make social channels do what they shouldn’t do.

I’m not the biggest fan of the generic Christmas, Hannukah, Kwanzaa (is that even real?) posts. They’re just not interesting, and they make me want to ignore the company/person sharing them.

And all the LinkedIn emotion. You can cut the empathy with a knife.

And don’t get me started on diversity. Diversity is literally no fun. You can’t joke about it, even to promote it. It’s too easy for someone to take it the wrong way. Clearly diversity is no laughing matter.

But…share interesting, bite-sized insights, and people could be going to your profile to see what else you have to say. And if they’re doing that, and you’re teaching them how to think about technology, then you’re doing thought leadership.

Paid Channels:

Everything we’ve mentioned so far reaches only your existing audience (with the exception of SEO and joining other people’s podcasts). Paid, on the other hand, is about reaching people who don’t know you.

You pay to be exposed to more people. Especially in competitive markets. Paid advertising on platforms like LinkedIn, Google Ads, and industry-specific publications lets you target specific demographics, expand your reach, and drive qualified leads to your website or landing pages. A few options for paid are sponsored content, display ads, boosted posts or pay-per-click campaigns.

The Stack: the Backbone of Your Thought Leadership

You win with thought leadership. But the stack is the backbone of your delivery.

Remember, it’s not so much about how smart you are, but rather how you can simplify it for your clients. Because if you can do that, and you can use this stack to amplify your message and give your audience a way to engage with you regularly, you get thought leadership, brand credibility, and meaningful connections that move your business forward.