What do your customers really know about you?
Do they know that you sell products and have a website? That’s not enough to build a brand identity that resonates with buyers and establishes your brand as the right choice.
In the digital world, an impactful first impression can make you stand out among the enormous amount of content out there. Being memorable is hard, but worth it if you want a brand that will resonate with customers, colleagues, and investors.
People who find you online want to know about your company’s mission, vision, and, of course, how you can help them solve their problems.
How can you make sure that they have all that information at their fingertips? Well, a company profile is the perfect tool for the job.
In this article, we’ll discuss:
What is a company profile?
A company profile introduces a business’s mission, goals, vision, and history. In most cases, a profile includes an ‘About Us’ section that narrates how the company was founded, its why’s, and a section that introduces leadership team members.
A company profile serves multiple purposes , and two of its primary purposes are to attract investors for funding opportunities and to connect with the customers.
Why Company Profiles are Important
Company profiles go a step beyond the standard “about” page. They share how your company got started — and why you continue to serve customers.
Here are some of the reasons why having a company profile is important:
1. A company profile differentiates your brand.
A company profile describes what makes your company unique. It automatically differentiates your brand because no other company has the exact same founding story and reason for existing that your business does. Your history and values are integral parts of your brand positioning strategy, and a company profile is where you can mention this information without it feeling extraneous or out-of-place.
2. A company profile may justify a higher price point.
You can justify a higher price point for your products and services, if you go into details about your production values or ethically-sourced materials.
For instance, Starbucks’ coffee may not be necessarily better than Dunkin’ Donuts’ coffee, but because Starbucks goes into details about its high-quality ingredients, it immediately creates the sense that you’ll be paying a little more for a “better” product.
3. A Company profile builds your reputation.
What do you want your company to be known for?Is your company the one that started as a small family-owned shop then grew into a billion-dollar enterprise? Or is it a company that upholds sustainability and puts ethics at the forefront of its brand? You can build your reputation through marketing, service, and sales campaigns, but it all begins with a well-curated first impression.
How to Write a Company Profile in 10 Steps
- State the purpose of the company profile.
- Decide on the format or style.
- Tell your story & be authentic.
- Add your company’s mission statement.
- Write your company’s history.
- Describe the products and services you offer.
- Name the awards your company has received.
- Add your customer’s testimonials.
- Include a call to action.
- Add your company’s contact information.
Now that you understand the importance of a company profile, it’s time to learn how to write one. Creating a company profile doesn’t have to be nerve-wracking. In fact, it can be straightforward given the right guidance.
Here are 10 steps to guide you on how to write your company profile.
1. State the purpose of the company profile.
This is the most critical part when writing an effective company profile. You want to make sure that the statement aligns with what you’re trying to accomplish. For instance, if your goal is to attract investors, you can include:
- Your business’s performance
- The value of the products you sell
- The company’s revenue
On the other hand, if you want to attract customers, it’s best to add the company values to your profile.
The purpose of a company profile should act as your guide throughout the process, so take your time on it.
2. Decide on the format or style.
How you present your profile significantly affects how successful it is. It’s important that the style offers excellent readability and encourages the audience to engage with it.
This depends on your audience – for example, it’s best to stick to the traditional format for an accounting firm. That is, list the company’s achievements and awards.
On the other hand, if you’re in a fashion or social media marketing firm, it’s advisable to be creative and visual.
Don’t be afraid to experiment or go wild with your ideas as long as they resonate with your target audience.
3. Tell your story & be authentic.
There are probably a million other businesses that sell what you’re selling, but no one else shares your story. Your story is what makes you unique. Don’t just write numbers and dates; let your prospects know who you really are. Be vulnerable and tell them why you started your business.
What inspired you? Share the bad and the good – it doesn’t have to be glamorous. It only has to be authentic.
4. Add your company’s mission statement.
If you don’t have a mission statement, it’s time to craft one. Writing a mission statement for your company isn’t as scary as it sounds, and there is no need to overthink about it. You only need to ask yourself these three questions:
- Who you serve – this is your target consumer
- How do you do it – what product or service do you provide to solve their problems?
- What makes you different – why should your consumers buy from you or trust you over your competitors?
5. Write your company’s history.
This needs to be in chronological order; otherwise, it will confuse your readers. You can do it in a paragraph or a timeline format, as long as it shows a flow.
Another tip to have in mind is that, “less is more”. As tempting as it is to share all your milestones, stick to the major ones to avoid overwhelming the reader.
6. Describe the products and services you offer.
The next step is to describe what your company offers. You can choose a few of your best products or services and give an in-depth description or simply list down everything your business offers.
7. Name the awards your company has received.
If you have received any awards or recognition, add them to your profile and describe them. They showcase your company’s values and give the community a reason to trust you.
8. Add your customer’s testimonials.
Your customers may take everything you say with a grain of salt, but they will believe other customers who have used your products.
This is an excellent way to promote your business without having your products or services come off as hard-sell.
If you’re a B2C business, simply include some of your customer’s best quotes, tied with your best value products. If you’re a B2B business, have a testimonial from the most prominent client on your profile.
9. Include a call to action.
This isn’t mandatory, but it’s a nice touch to your company’s profile. What do you want the readers to do after reading the profile? Visit your branch, check out your website, or call you? Simply include it at the end of your profile. This brings us to our last step.
10. Add your company’s contact information.
This is one of the most critical parts of the company profile. Include all the possible ways your prospects can reach you. This may include but is not limited to; social media profiles, website, phone number, fax, email, and a physical address.
Make sure it’s visible to anyone who reads your company profile.
Company Overview Template
Now that we have gone through all the necessary steps you need to create a company profile, it’s time to put all that into action. Here is a simple company overview template that will help you get started.
Our Story[Company name] was founded in [Year], and we have accomplished so much over the years. To create a world where [ the solution your business solves] has always been our goal.
Our Founder and CEO [Name] was inspired to start this company by [ one or two sources of inspiration].
At [Company Name], we encourage our community to [ a positive statement related to your brand].
Meet our Team[Photo] [Name] [Job Title] [Photo] [Name] [Job Title] [Photo] [Name] [Job Title]
Our Mission, Vision & Values
Our goal is to provide our customers with the best [ service or product] at the best possible market price without compromising quality.
To be the most reliable [ service or product] provider and enhance [what your product or service does].
Core values[List your company’s core values]
What Our Customers are Saying[Insert customer’s testimonials]
Social Media Pages
Company Profile Examples
Starbucks’ company profile has it all — the company’s mission, background story, products, store atmosphere, and even folklore regarding the name. Best of all, they somehow manage to pull off sounding both genuine and grandiose. I don’t know many other coffee stores that could claim that their mission is “to inspire and nurture the human spirit.”
Starbucks’ company profile is a fantastic example of a store with a common household product, which is coffee. Starbucks managed to stand out from the competition through their mission and values.
2. Wales Bonner
If your company has an interesting and intellectual history, you might consider creating a company profile like Wales Bonner’s. The profile reads like an essay from the very first line — “Informed by broad research encompassing critical theory, musical composition, literature and history .WALES BONNER embraces a multiplicity of perspectives, proposing a distinct notion of luxury, via a hybrid of European and Afro-Atlantic approaches.”
After sharing the brand’s intellectual background, it describes the owner’s journey in building the company, starting from the time she was a college student. With a good balance of image and text, the timeline serves as a reminder of Wales Bonner’s stability and growth.
For both cleanliness and ease-of-use, take a look at Diehl Group Architects’ company profile. The web page uses clickable boxes to separate topics, allowing users to choose which subject they’d like to learn more about. Additionally, the entire design — including the page’s background, which displays a floor-plan — mirrors the company’s purpose.
Nearly nine out of ten people report wanting to see more videos from brands, so you might consider using a compelling video to convey your company’s story, like Bloomberg does in their company profile.
Bloomberg’s profile proves the company knows its audience, because they offer a few quick statistics, and then link to other areas of the site, such as Careers and Tech. While other businesses might do well in offering a creative, long-form story, Bloomberg’s typical demographic is likely more analytical.
You can get a sense of Nike’s two primary purposes almost instantly — fitness and people. When you first open their company profile, you’re greeted with videos of people of different ages, gender, and nationalities playing sports.
Additionally, their initial introduction is this: “Bring inspiration and innovation to every athlete* in the world.” The asterisk implies, “If you have a body, you are an athlete.” As you scroll, you’ll see information on their internal diversity and inclusion initiative, their global community impact, and their sustainable business program, with very little mention of their products.
Nike’s company profile portrays a larger, grander vision, compelling an audience to believe in their brand even before they purchase a product.
Seattle Cider Company’s profile is minimal and engages the user through compelling animations that demonstrate the company’s cider selection. The page flows seamlessly, and provides critical information regarding the product before displaying the company’s mission and values. This profile is a good example of a company that understands its users’ concerns (in this case, quality ingredients), and addresses those issues while still displaying personality and flair.
Delta’s page is well-organized by topic, and showcases the company’s values, including efforts to engage with the community and promote sustainability. They’ve included brief meta-descriptions below each category. The design allows for users to click-through if they want to learn more. Overall, Delta’s company profile is simple and uncluttered, but includes all the necessary information to demonstrate why Delta is unique.
8. Roam Loud
Do you have a personal story behind your company’s founding? Roam Loud’s example is the one you may just want to copy or get inspiration from. The brand’s company profile is simple yet effective, starting with a friendly greeting “Hey there!” and ending with a list of values. In between, the founder makes it clear why she created this brand, and why its existence is so important to her and prospective buyers.
For simplicity and informativeness, take a look at MAD Architects’ company profile. The profile isn’t shy about the firm’s numerous accomplishments, and it gives readers the opportunity to dive deeper by listing the firm’s exhibitions, lectures, awards, and publications, all visible on different tabs within the same page. If your business is a leader in its field, it’s important to establish that in your company profile. Consider creating one similar to MAD Architects’ profile.
With this in mind, the description serves to align with the prospect as they are evaluating which providers are right for them. By leaning into a strong brand voice and providing details about what makes your company unique or superior to the prospect’s alternatives, customers will believe in your brand and want to do business with you.
Examples of Company Descriptions
Here are some examples of company descriptions that enhance their organizations’ company profile.
On HubSpot’s company profile page, you can find a quick description of the company’s mission and what it does. In just a few words, HubSpot explains that the company’s goal is to help businesses grow through its specialized inbound software.
2. Landed, Inc.
Landed, Inc. ‘s About Us page starts with their vision statement: “If we want stronger schools and safer communities, we need to support those who make it possible.” From there, they talk about their history before launching into their mission statement and company description. The latter is summarized succinctly in bullet points in its own separate section, making it easy for prospects to find and understand.
3. H&H Wealth
In the “Why Us” page of their website, the founder of H&H Wealth gives a brief introduction of what she believes in and encourages her customers to walk the journey with her. She also makes a promise to her clients, which sets the expectations and the tone for the service being delivered. As a result, the tone comes across as that of a partner rather than a vendor.
In this description, Tesla explains when it was founded, the company mission, and what types of products it specializes in. It also provides added information about the history of the company and how it has continued to grow with the same values.
Authentique Agency provides a lot of information up front for their customers because they know that partnering with an agency (and choosing which one on top of that) is a big decision for scaling businesses. It does not only provide information about its values, it also tells about its long-standing experience in the industry as well as their primary goals when they work with clients.
6. The Cru
The Cru is a service that connects members with like-minded women to fuel personal and professional growth. They use an “Our Story” page as their company profile, where the founder details how the organization was formed and how she owns “Cru” (a play on the word “crew”). This summary is a testament to the value of the service. The “letter from the founder” style also feels very personal and welcoming.
H.J Russell & Company opens up its description with its history and specialities: “H. J. Russell & Company, founded over 60 years ago, is a vertically integrated service provider specializing in real estate development, construction, program management, and property management.” It also makes its values clear in the last sentence, so that you get a snapshot of the company’s values, key value proposition, and leadership status in just a few sentences.
Carol H. Williams, an advertising agency, doesn’t have an “about” page or a formal company description. However, it displays a snapshot of what the company is all about in its “Team” page. It emphasizes its core values and uses trendy language (“#squadgoals”) to establish that it keeps up with the current trends.
Company Profile Templates
- Company name
- Established date
- Physical address per location
- Contact information
About Us / Our Story / Our Beginning
In this part of the company profile, you will need to include a brief introduction to your company, including where, when, and by whom the company was founded, the company’s mission statement, and/or the company’s vision and purpose. You don’t necessarily have to include products or services in this section yet, but focus on your bigger meaning, and how you stand out from competitors instead. Tell your story in a compelling way. For instance, HubSpot starts their About Us section with, “More than ten years ago, we had a vision — an inbound world”. HubSpot doesn’t mention their products until further down the page.
If you want to add your company history in a more compact way, consider adding a company timeline, like this one:
Our Mission / Values
Here, you need to say what your company stands for on a larger scale. You can state your ultimate goal, and your hopes for your products or services. Take a look at these inspiring company vision and mission statement examples for ideas. Here’s an example:
Provide a picture or brief paragraph describing your tea.You can focus on leadership, or provide an explanation of your company’s culture. Ultimately, this section should help users understand how your employees can uniquely serve them.
Our Product / Services
Describe a high-level overview of what your product is, and how you hope it will positively impact the user’s life. You can link to a Product page if necessary, so keep this section relatively general.
Start Your Company Profile Today
There are a few elements that can contribute to a stellar company profile, and by adhering to a template, you can build one quickly and effectively.
How Does Success of Your Business Depend on Choosing Type of Native Advertising?
The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
OpenAI’s Drama Should Teach Marketers These 2 Lessons
A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.
No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.
But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?
Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?
Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:
For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.
We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.
Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.
Let’s have Robert explain.
The right structure and governance matters
OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.
That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?
That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.
First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.
Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use.
Big platforms do not become antifragile just because they’re big
Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.
It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.
In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.
With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)
They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.
The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?
Why you should care
With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.
They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)
They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.
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The Complete Guide to Becoming an Authentic Thought Leader
Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.
Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.
Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.
Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.
Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.
5. Establish communication channels (How)
Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:
Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.
Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.
Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.
Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.
Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.
6. Think of thought leadership as part of your content marketing efforts
As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.
Think of it as top-of-the-funnel content to:
Build awareness about your brand
Highlight the problems you solve
Demonstrate expertise by platforming experts within the company who deliver solutions
Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.
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