How to Complement Your In-House Thought Leadership

Publishing thought leadership is an important part of audience engagement strategies for many brands. At the same time, marketing teams are often overwhelmed by the prospect of generating a high volume of ideas and creating a correspondingly large amount of content. Fortunately, there are a number of steps you can take to complement your in-house thought leadership, as discussed here:

Curating Content

Some of the most notable content marketers are successful because of their skill at curating content. As you incorporate content curation into your content marketing efforts, keep in mind the following:

  • Add value to the content – Adding value may mean adding a brief but relevant commentary to the content. Or, you can serve as a resource for your audience by collecting a large amount of content on a subject in a single place.
  • Evaluate what your audience is interested in – As you begin to curate content, keep track of which shares get the most engagement and which get the least, and work on curating content that your audience is the most interested in.
  • Share content on current events – Maybe your company doesn’t have the time or resources to create comprehensive content about the latest news story or trend. You can still incorporate current events into your content marketing by curating content on the subject.

Hosting Guest Bloggers

Inviting guest bloggers to write for your website is a mutually beneficial situation. You complement your in-house thought leadership by bringing in someone from outside your business. The guest blogger gets exposure. And you get a wider range of voices on your blog. If you build good relationships with your guest bloggers, you may also get the opportunity to return the favor later on.

Using the Same Ideas for Different Types of Content

A single concept can be used to create many different types of content with different focuses. You don’t need to create 20 new ideas every month. Instead, identify just a few strong ideas and repurpose them to create blog posts, videos, whitepapers and social media chatter. Be sure to take a slightly different focus on each platform, so that each piece of content has unique value.

Identifying Evergreen Content

Evergreen content is content that remains relevant for an extended period of time, rather than being topical. Identifying your evergreen content is basically in-house content curation; you take the pressure off your content creation team by finding ways to reuse content from the past. Tutorials, infographics, introductory guides, and FAQs are all examples of content types that are likely to be evergreen. As you become more adept at identifying evergreen content, you can also intentionally plan to create more evergreen content, which you will get more out of.

What steps do you take to complement your in-house thought leadership? Share in the comments!

This post was originally published on the One Smooth Stone blog on June 16, 2015. For a complimentary 30-minute consultation on how to build your brand and inspire an audience through events and communications, please contact Brian Duffy by calling 630.427.4235 or by emailing


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