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The last piece of an integrated PESO Model program, before you get to measurement, is authority—or thought leadership or reputation or expertise. Whatever the heck you want to call it, it’s what happens when you’ve built a reputation for an individual or an organization—and that people inside the industry know of them.
If you integrate the PESO Model as has been discussed the last several weeks (and you learn how to implement it through the certification), you’ll inevitably build authority for your organization and its executives. You do have to put some work into it, but some of it will happen organically, too.
There isn’t a single piece of content out there about marketing that doesn’t extol the virtues of thought leadership. In fact, it’s so prevalent, thought leadership, itself, has become a word most marketers hate to hear.
Test it out. Tell a marketing friend that you want to be a thought leader and watch their eyes roll back into their head.
Even though most hate it, thought leadership is a very important part of a content strategy in today’s business world. But what does that mean? How can it be effective?
According to research by Edelman and LinkedIn, 58% of 1,200 respondents read one or more hours of thought leadership per week.
Additionally, 55% said they use thought leadership to vet the organizations they may hire. The research continues to prove that thought leadership is one of the most valuable tools when it comes to making purchase decisions—and that it drives growth with existing customers.
The challenge is that not everyone can be a thought leader, nor can they pretend to be.
And that is what we discuss on this week’s Spin Sucks podcast episode.
Podcast Resources
- PESO Model Overview
- Paid Media
- Earned Media
- Shared Media
- Owned Media
- PESO Model Certification
- Spin Sucks Community
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