In the previous blog on thought leadership, I encouraged readers to consider carefully where their content strengths lay. Considerations included their qualifications, any unique knowledge or ability to convey their knowledge, what aspects did others typically ask about. Hopefully you can identify one or more fitting topics and are narrowing if needed.
Once you have your content area, you need to dive deep into the content. To become known as an authority on a topic, you NEED TO BE AN AUTHORITY. This means you must know your subject matter better than others. To provide fresh content in any given area, you must know the literature and current recommendations--then take it farther. You must be aware of contemporary and cutting-edge findings and recommendations, questions asked and explored by other experts. Sometimes, you may not agree with all of this. As a trusted authority, your role would include interpreting existing an emerging literature in a way to help others make wise choices. This can often include discussing and answering questions that your audience may not have considered at this point. Alternatively, when there is no significant emerging knowledge, your must be able to help your audience apply the science or content. Or as importantly, you may need to buck the “sacred cow” and encourage new practices over the “way it is always done”.
Being THE content or subject matter expert includes learning how to present your perspectives in engaging ways that motivate your audience to recall and apply what your content. Use examples from your experience to help make this “real” so that your audience understands how to apply. In other words, don’t simply be a “talking head” but someone with real world experience. Set out not only make an impression, but to help your audience. To make a difference.
So, to grow your professional voice through thought leadership, dive a little deeper to ensure that you are focusing on an area of expertise, can engage others, and inspire them to improve.