Allison Turner

Marketing Manager

May 075 min read

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The TL;DR May 7, 2019

In this week’s edition, we’re talking about how to be seen as an industry leader, what social media basics you should always remember, and why SEO is changing.

7 Shortcuts to Becoming an Industry Leader

Thought leadership is one key pillar of a successful online strategy, but how do companies become recognized as industry leaders? These seven steps will help. Read the full article here.

The TL;DR

  1. Publish high-quality blog content: The blog is often the core of a thought leadership strategy – it provides a place for you to direct people from social media, offers a resource for anyone who finds it, and it explains your unique perspective. Regularly update your company’s blog with thoughtful articles that show your stance on a variety of industry topics.
  2. Get active on LinkedIn: LinkedIn is THE place to be for B2B strategy – make the most of it. Regularly post status updates, offer your thoughts on relevant trending topics, and interact with others in your field. Over time, this will go a long way toward establishing your credibility as an industry leader.
  3. Provide free resources: Offer something in exchange for email addresses or phone numbers. Provide people with information or tools that meet common needs in your field. For example, you could offer white papers on difficult subjects or provide access to a tool that helps users analyze the effectiveness of their own blog headlines. The opportunities are endless, and these things keep your brand top of mind.
  4. Start a community (online or offline): People naturally seek communities, and this has never been more relevant to marketing. Facebook Groups are exploding, and conversations are happening everywhere. Create a discussion group for something in your field or join a Meetup.com group for real-life interaction. Build these communities and not only will you meet potential clients – you’ll also reinforce your credibility as an authority and a leader.
  5. Write a book for expert positioning: Writing a book may take time, but the benefits can last. Authors are immediately perceived as subject matter experts, and furthermore, writing a book can increase your company’s visibility with media features and speaking engagements.
  6. Host webinars, livestreams, and workshops: Webinars and workshops provide value to potential clients, let you show off your expertise, and create reusable content that pushes your company higher in the search rankings. Live webinars offer a great opportunity to directly engage with viewers whereas pre-recorded ones allow users to view them at their leisure. Along with webinars, workshops and live events provide a great chance for in-person networking.
  7. Collaborate with other industry leaders: Collaboration lets you get in front of new audiences while also helping to underscore your credibility. Contribute articles to well-known publications, seek interviews on relevant podcasts or consider being a guest blogger.

3 Basics that Determine Social Media Cadence

With all the rules, algorithms and best practices, social can sometimes feel complicated; that’s why it’s important to take a step back to basics now and then. These three things can help you determine the baseline social principle – how often to post. Read more here.

The TL;DR

  1. Your Goals: What do you want to get out of social media? Answering that question is the first step down the road toward your brand’s ideal post count. Figure out what it takes to achieve those goals then plan accordingly.
  2. Content Creation Capacity: In a perfect world we’d have as much content as we wanted but, as it stands, we have to be realistic. There will be limitations on what you can create due to team size, budget, approval processes, and more. Look at your content creation abilities and outline your schedule from there.
  3. The Networks You’re Focused On: Each platform has a different purpose, and along with it, different content abilities. For example: on Twitter, you can get away with just text updates now and then, but the TikTok audience expects video. Evaluate where your brand gets the most value and build your content creation cadence around those platforms.

35 Stats about How Voice is Changing SEO

Online search is changing which means SEO is changing with it. Check out the infographic below, courtesy of Social Media Today for some key stats about where search is heading.

Industry Leader LinkedIn Social Media SEO Voice Search