RSW eBook: Thought Leadership’s Role in New Business: Finding Your Voice, Telling Your Story
Continuing from our previous two eBooks, A Guide To Help Agencies Drive New Business Through Better Case Studies, and A Guide To Help Agencies Drive New Business Through Better Websites, we’ve created this guide on thought leadership to help agencies, PR firms and marketing services firms tackle what can often seem insurmountable: a consistent thought leadership creation process.
There are numerous facets to an agency new business program:
There’s your website itself, which serves as a digital handshake, taking your prospect on a tour of everything you have to offer.
There’s the case studies and showcases of previous work, which serves as the product demonstration, allowing the prospect to see themselves in the work you’ve done for others.
But of course, a handshake and a demonstration can only get you so far without a voice behind them.
That’s where thought leadership comes in: it defines who your agency is, and the lens through which you see the work you do.
Solving for Why: The Numbers Behind Blogging Success
First, a bit of self-validation: why create content?
You’ll quickly find, and probably already know, that getting into the thought leadership groove is much easier said than done.
As much as we’d like to tell you that it’s a quick and easy way to make millions, the fact is that developing this kind of content requires consistency and persistence, and it’s easy to pack it in before you even put digital pen to paper.
And while we recommend a blog hosted within your agency “ecosystem,” if the hurdle you face is one of website design (or time) – LinkedIn and/or Medium, are powerful alternatives; all principles noted in this ebook will apply to these sites as well.
However, you’ll find that thought leadership is a shortcut for multiple facets of your new business process, which is reason enough to get over that proverbial hill.
This guide will help you think about how to improve, or realistically start, a thought leadership creation process.
In this guide, we’ll walk you through:
- How to promote Without Promoting
- Building A Better Blog Post
- Best sharing practices
- Building around tent-pole content
- Content Calendars (with an example)
As Vice President of Sales at RSW/US, Lee drives sales efforts to bring ad agencies and marketing services firms on board with RSW, creates content around successful new business tactics and takes part in RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. You can find him on LinkedIn (https://www.linkedin.com/in/leemcknightjr) or Twitter (@leemcknightjr).