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Picture this: You are on your thought leadership journey, with a map of insight in hand, ready to find your path to recognition. You poured your heart and soul into your blog post and shared your hard-earned insights based on years of experience. You did your research and included recent statistics. You’ve edited your prose ruthlessly and now it’s sharper than his P. Johnson tailored suit.Next, I hope I can find a way to get applause.[公開]I clicked on it and realized I had hit a dead end…full of crickets. Even after several months, the sound of silence still echoes loudly.
Sound familiar? Don’t worry; what I just described is a common experience. Because the world of thought leadership blogging is a veritable labyrinth, filled with hidden twists and unseen pitfalls, and one that usually falls short of the familiar refrain of “10 steps to exploding expertise.” This is because it is lined up with the accompanying post.
Today, I’m going to share with you three important strategies to help you navigate this maze and find your audience.
Strategy 1: Become a guide, not just a traveler
According to recent estimates, the world generates 328.77 million terabytes of data every day. To put that into perspective, that amount of data is equivalent to 328.77 billion gigabytes or 3,28.77 quintillion bytes. This is enough information for him to fill the Library of Congress with more than 15,000.
Among all that data, your post is like a hopeful step into a complex maze. It’s there, but it’s nearly impossible to find because countless other voices are clamoring for attention. Confusing echoes make it difficult to find your way.
But here’s the twist. People are looking for guides, not just tourists. And most of those there are fellow wanderers lost in the maze. These travelers are looking for an authentic voice, a leader who can cut through the clutter and show them the way forward.
So forget the common “5 Tips” drivel. Share thoroughly about your passion and expertise. Share unexpected and counterintuitive insights. Don’t be afraid to challenge your current situation and assumptions, even if they are your own.
For example, let’s say you’re the founder of an AI startup. To help raise the profile of your new company, you’ll be sharing posts on LinkedIn about your industry, product features, and typical success stories. But the response has been lukewarm at best, and we feel it’s time for a change of direction.
For my next post, I decided to take a risk. Instead of writing another post about your product and how AI will change the world, you choose to address the elephant in the room: your growing concerns about the ethics of AI. You shared a personal story about when your team faced a moral dilemma during product development. It details the gritty details, sleepless nights, and heated arguments. And you do something unexpected. Ask your audience what they would do if they were in your shoes.
This move does a few important things. First, it shows that you’re not just a faceless company, but an experienced guide tackling real-world problems just like your readers. Second, it turns what could have been a monologue into a dialogue. Third, it cuts through the noise by addressing topics that few people discuss openly.
Posts like this spark conversation. People will start to see you as a guide and not just a self-proclaimed AI expert. Over time, your posts become a map that others refer to to find direction.
Focusing on signal over noise will help you attract the right travelers – people who are truly interested in your insights and expertise. And as you walk the path and become a guide, you will light the path for others.
Strategy #2: Use vulnerabilities as a compass to guide your path
Most thought leadership blogs are like shiny maps that ignore the confusing reality of the journey. But people want to hear the stories of others who have taken the same dangerous path, so sharing your vulnerabilities opens up secret passageways that make the map easier to navigate. Masu.
Your openness acts as a map that shows others that they are not the first to face challenges. We guide those who feel alone in their journey. Being vulnerable transforms the journey from a solitary expedition to a communal journey. By sharing your struggles and successes, you can more easily chart a path forward for everyone, including you.
Check out this LinkedIn article on vulnerability and thought leadership. In it, you can easily see evidence of how revealing your personal struggles can increase your perceived competence and trustworthiness.
So please share your failures. Please post your questions. When you turn around and forget what you were doing, tell someone else. Your vulnerability and honesty will be a beacon that lights the way for your audience. They will be able to see themselves in your journey and learn from your struggles.
For example, I recently took Ray Dalio’s PrinciplesYou assessment (highly recommended; detailed results are free). This gave me new insights about myself. My strongest aspects with a score of 90% or above:
✅ 98% non-conforming
✅ 99% detailed and reliable
✅ 90% organized
✅ 99% detail oriented
✅ 97% reliability
✅ 95% conceptual
✅ 98% Leadership
✅ 97% responsible
✅ 98% demanding
✅ 97% autonomous
✅ 90% independent
✅ 95% intrinsically motivated
✅ 98% determined
✅ 99% initiative
✅ 97% are proactive
✅ Ask for 98% status
Yes, a thorough assessment! And I agree with those points. There are enough reasons to work with me!
But I don’t just share the good things. There are also some things that need to be improved.
❎ 25% fair
❎ 28% are individual oriented
❎ 7% composition
❎ 9% Calm
❎ 13% confidence
❎ 8% stance
❎ 26% pursue growth
❎ 30% Humble (If you don’t have confidence, you won’t be able to connect)
❎ 16% conservative (same as above)
You need to work on your emotional self. 🙁 And this is the year to do it. I’m going to hire a coach to help me improve my scores in those areas.
Sharing that with my network and you is me being vulnerable. When you show your dirty side to others, you also become vulnerable.
Strategy #3: Think of the community as a guide, not a destination
Building a community around a blog, or more recently a LinkedIn page, is about more than just getting to the end of the maze. It’s about creating a space for travelers.
Encourage discussion. ask a question. Please also answer the questions. The most effective leaders do not act alone. They work with others to find their way, and each interaction adds further detail to the overall map of the maze. You’ll soon realize that you’re not just coaching others. You are fostering an enlightened community where everyone grows, including yourself.
For example, see this LinkedIn post by Jeremy Connell-Waite, a storytelling communicator at IBM. He regularly shares insights on how to tell better stories. In this post, you can find not only his free 72-part storytelling masterclass, but also his 3,000+ engagements and his 300+ comments in one post. Based on these numbers, it’s easy to see how Jeremy turned his LinkedIn page into a successful channel of his leadership.
It’s your turn: light your flashlight and lead others
Now it’s your turn. Plan to transform your thought leadership from a solo journey to an active collaborative journey. Yes, it takes effort and time. But by being authentic and vulnerable, you can light the path for others, as well as your own.
Embrace your unique voice and stand out. Don’t run away from the troubling reality beyond the common. The world needs more insightful leadership and guidance. As you generously guide others with your hard-won wisdom, you will find your own path visible on the horizon.
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