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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

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  • #storytelling
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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

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The Value of Retrospectives After Marketing Projects

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement. It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media ...

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Handy Tools For Jumpstarting Thought Leadership Campaigns

Inbound Marketing Content Marketing
March 2, 2017

Thought leadership need not be complicated to start. With the abundance of helpful digital tools out there, you can get your thought leadership campaigns going in no time. Here are a few tools that can really help you get started.

1. Tools For Researching

In the first step of thought leadership you’ll want to lay your foundation by researching your ideal clients, industry outlets, and competitors. The following tools can help you achieve this.

  • Cision is a great platform for researching industry outlets. This PR software will help you to find the right influencers in your industry, access their media profiles/contact info, and map out upcoming editorials.
  • SEMRush can be used to research your competitors’ digital presence. By inputting your competitor’s domain name, SEMRush will show in detail their key SEO terms, backlinks to their site, and digital advertising activity. This data will help you determine how to position your thought leadership strategy and identify areas of missed opportunities.

2. Tools For Establishing Your Thought Leader

The second step is to select and establish your thought leader. In this particular step, you’ll want to find the best person for the job. Thought leaders need not necessarily be the owners of your company. You’ll just have to look carefully at the expertise they bring to the table, their willingness to step into the role, and delegate a marketing team to help them fulfill their roles.

To establish them, your initial tools are the content outlets you already possess such as:

  • your website
  • your blog
  • your social media channels
  • any content syndication you already have

Use these channels to assert your thought leaders’ influence by sharing content of value to your intended audience. Look into industry groups, forums, and other spaces online where your audience congregates and participate in the conversations in a meaningful manner regularly.

attract new b2b clients through thought leadership: Watch Webinar On-Demand

3. Tools For Creating Your Thought Leadership Campaign

Next, we get to start developing content! From blogging, to PR, to speaking engagements there are a lot of content forms to pick from. These resources will help you to determine what will be the most affective topics for your audience.

  • BuzzSumo - If you’re ever stuck on what to write BuzzSumo should be your go-to resource. By entering a key word into the search bar, BuzzSumo will display what content performed the best by author, medium, and social shares. The tool will also show related topics.
  • Hashtagify - Similar to BuzzSumo, Hashtagify displays relevant topics related to your original search. However, the difference to this platform is it will only show popular Twitter hashtags. This will help you organize your content ideas and create content that people are interested in/already talking about.

4. Tools For Amplification

Once the content is created its time to distribute your thought leadership material to your audience. There are free and paid ways to do this while still targeting the audience you desire.

  • LinkedIn Ads - A great paid option is LinkedIn advertising. Linked ads allow you get hyper-specific with your demographics region, job title, job role, industry, and company. It’s easily scalable and can be monitored in real time for peak performance.
  • Content Syndication - By plugging into already existing outlets with a strong following, thought leaders are able to reach an engaged audience for free. Popular B2B syndication sites include Business 2 community and American express open forum.

5. Tools For Refining Your Thought Leadership Campaign

Last but not least is analyzing and refining your thought leadership strategy. Constantly evolving your message will help to ensure you’re offering value to the right people.

  • Google Analytics and Google Search Console - These are free platforms that Google offers to analyze your online presence like site traffic, goal completions, and keyword rankings.
  • HubSpot - In addition to GA and Search Console, HubSpot can be used to track all other marketing activities including emails, social media, advertising, and content in one place.

Ultimately, as with any other campaigns, the keys are starting and consistency. Plan your thought leadership campaigns and take advantage of the features of these tools to get going successfully.

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July 25, 2017 As the Marketing Manager for Adhere Creative's business services vertical, Ericka Lewis leads her clients and team towards inbound marketing success. When not generating leads and cracking the latest Google Algorithm update, she can be found cooking up a (yummy) storm in the kitchen! See All articles
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attract new b2b clients through thought leadership: Watch Webinar On-Demand