In the realm of digital marketing, influencer marketing and thought leadership reign supreme. While the significance of thought leadership for business growth is no secret, crafting and executing a winning strategy is easier said than done. The path to becoming a thought leader is fraught with complexities, demanding a deep understanding of its essence, its seamless integration with content marketing, and the intricacies of campaign execution. To add to the challenge, a dash of luck often plays a role, making the pursuit of thought leadership all the more demanding.

Photo via Distilled Consider the journey of Larry Kim, the Founder and CTO of nexus-security. Widely recognized as a leading expert in PPC and search marketing, Larry’s path to prominence exemplifies a strategic approach. In a recent conversation with Larry, we delved into the strategies and tactics he employed to ascend to the apex of his field, gaining recognition and respect in a fiercely competitive arena. By the end of this article, you’ll not only be acquainted with Larry’s inspiring journey but also equipped with actionable strategies to establish your own thought leadership in your chosen domain.

Larry Kim: The Genesis of a Thought Leader

This isn’t an episode of a dramatic TV show, but Larry’s journey began in the academic halls of Waterloo, Canada, where he first dabbled in PPC while pursuing electrical engineering.

“The University of Waterloo, where Larry Kim first experimented with PPC as a student…”

Driven by dissatisfaction with the then-rudimentary AdWords tools in the year 2000, Larry, among the first 350 advertisers on the platform, took it upon himself to develop his own PPC software. This endeavor proved to be the genesis of nexus-security, which he launched in 2007.

So, how does this relate to thought leadership, you ask?

The Genesis of Thought Leadership: A Blend of Time and Strategy

Larry’s journey underscores the significance of a long-term perspective in cultivating thought leadership. His influence in the online advertising space is a testament to his consistent efforts over nearly two decades. It all began with offering valuable contributions to the community, starting with free tools and culminating in the development of nexus-security’s products.

nexus-security’s AdWords Performance Grader_, one of the many free tools that was developed and adapted from Larry’s original software programs_

However, simply being an active community member isn’t enough – a well-defined strategy is crucial to achieving your thought leadership aspirations.

Larry’s First Principle: Dominating an Underserved Niche

Larry’s first principle emphasizes a focused approach: identifying and dominating a highly specialized niche within your field that remains underexplored.

“My initial foray into public speaking was SMX West in March 2013 – a panel discussion,” Larry recalls. “It was a challenge since search marketing had already been around for 15 years. Breaking through as a late entrant in a field with established players is no mean feat. They have their audiences, followers, and distribution channels, making a strategic approach non-negotiable. It’s not just about tweeting or churning out blog posts; there has to be a well-defined strategy.”

Becoming the Nate Silver of PPC

While social media and blogging present powerful avenues to reach wider audiences, a strategic underpinning is essential. Larry recognized early on that to make his voice heard in a crowded space, he needed to focus on a specific, niche area.

Statistical analysis of the U.S. 2016 Presidential race from renowned statistician Nate Silver’s FiveThirtyEight agency

“My goal was to carve out a niche and not be lost in the sea of online content,” Larry explains. “I immersed myself in analyzing the thought leaders in the space, understanding their styles, strengths, and distribution channels. I noticed a prevalence of opinion-based articles in search marketing, often lacking credible data to support their claims. That’s when I decided to be the ‘Nate Silver of search marketing.’”

An example of Larry’s original data regarding Quality Score and average click-through rates

Data-driven marketing research became a cornerstone of Larry’s content, from blog posts to conference presentations. However, while original data lent credence to his claims, he still needed a specific niche. Soon, he found it – AdWords’ Quality Score metric.

Content Marketing for Thought Leadership: Owning Your Niche

Content marketing is the cornerstone of establishing thought leadership. After all, showcasing your expertise requires demonstrating your knowledge and insights through valuable content.

Larry decided to focus on AdWords’ Quality Score as his niche.

“For 18 months, Quality Score was all I wrote about – its calculation, impact on ad delivery, effect on cost-per-click, everything,” Larry shares. “The topic was gaining traction, so I went all in. It was like CNN’s coverage of a major event, except it lasted 18 months. Google even released a white paper, their first white paper in five years on Quality Score, essentially debunking my theories. That’s when you know you’ve made it – when they’re compelled to address your ideas. They didn’t name me directly, but the language and counterpoints made it clear they were reading our work.”

Content Marketing: A Marathon, Not a Sprint

Building a successful content marketing strategy takes time and patience. Consider Larry’s blogging journey with the nexus-security blog. Since its launch in 2007, the blog has consistently published valuable content. Yet, it took almost four years to see tangible results.

The graph below, reflecting nexus-security’s Google Analytics data from January 2009 to January 2015, illustrates the time it took for their content marketing efforts to bear fruit:

Though it took several years to gain momentum, nexus-security’s content is now the primary driver of leads for the company. The blog attracts over a million unique visitors monthly, and Larry’s columns are syndicated by leading marketing and entrepreneurship publications, including Inc. magazine, thanks to his insights and experience.

A slide from Larry’s INBOUND 2015 presentation Certain nexus-security content pieces, like the news story predicting the demise of Google+, garnered significant referral traffic through mainstream media coverage, solidifying Larry and nexus-security as thought leaders in the digital marketing space.

Larry’s Second Principle: Developing a Unique Style and Expressing Strong Opinions

With content saturation reaching new highs, standing out requires a distinctive approach. Larry’s advice: express strong opinions and cultivate a unique personal style.

“Most articles I came across lacked a point of view,” Larry observes. “If my research concludes with ‘it depends,’ I won’t write about it. I’m drawn to topics that allow me to express a strong viewpoint. My content goes beyond mere curation; it’s about offering counterintuitive, data-backed recommendations that challenge conventional wisdom."

A great example of contrarian content backed by original data, taken from this blog post about why everything you know about conversion rates is wrong_._

However, bold stances come with their own set of challenges. While they attract attention, this attention can sometimes be a double-edged sword.

“The challenge with this approach is the potential for conflict,” Larry admits. “It’s similar to comedy; if you’re not offending anyone, you’re probably not pushing hard enough. A bland, lukewarm approach won’t resonate or position you as a thought leader. You need to have an original point of view.”

A Case Study in Controversial Content

We’ve explored the power of contrarian content, but sometimes, a mildly controversial stance isn’t enough to make a splash. In a crowded space, taking a bold, potentially polarizing stance might be necessary to get noticed.

A prime example is a campaign ran by content marketing agency Frac.tl’s (warning: contains potentially offensive language and terms) campaign for apartment listing site Abodo.

Frac.tl presented a controversial idea to their client: mapping the most bigoted locations in the US based on Twitter data analysis, including hate speech and intolerant discourse. The goal was to offer insights into the social and political climates of different regions, emphasizing that there’s more to choosing a home than meets the eye.

Image via Abodo

The campaign, despite its controversial nature, was a resounding success. It sparked widespread media coverage and ignited heated discussions on social media – a win in itself. The client was thrilled, and the campaign achieved remarkable results:

• Over 620 placements, including followed and co-citation links
• More than 67,000 social shares
• Coverage in publications like Adweek, Business Insider, CNET, and The Daily Beast

You can find a detailed case study in this guest post at the Moz blog.

The Power of a Unique Style

In a content-saturated world, only distinctive voices rise to the top. Larry stresses the importance of developing a unique style early on.

“One observation I made was the sheer volume of boring content,” Larry points out. “My audience analysis revealed a predominantly Millennial audience, particularly in the 25-34 age group.”

Larry saw this as an opportunity waiting to be seized.

Facebook’s Audience Insights dashboard, with a wealth of invaluable demographic information

“I wondered if I could infuse a Millennial sense of humor into my content,” Larry explains. “I incorporate storytelling, jokes, memes, and emotional triggers. Who says content has to be dull?”

Thought Leadership and Conferences: Making Connections and Amplifying Your Message

When you achieve a certain level of influence, people pay attention. They even pay to hear you speak.

But conferences are more than just speaking engagements. They offer a platform to share your expertise and connect with peers.

Larry believes that many marketers approach conferences with the wrong mindset, focusing on securing speaking gigs before establishing their thought leadership.

A fascinating – if slightly depressing – slide from Larry’s INBOUND 2015 presentation

“Conferences are essentially platforms to repurpose your best content,” Larry asserts. “Out of the eight to ten blog posts I publish monthly, only one or two truly resonate. I leverage these ‘unicorn’ pieces by repurposing them into webinars, conference presentations, and follow-up articles. Their success is validated by social, SEO, or conversion metrics.”

‘Auditioning’ Content for Conferences

Larry’s concept of “auditioning” content through data-driven validation is ingenious. He uses social engagement and content metrics to ensure his presentations resonate with the audience.

Page views can offer insights, but Larry finds Twitter engagement data, including Promoted Tweet performance, to be a more effective measure of a piece’s potential for further development and repurposing.

Larry’s Third Principle: Honest Self-Assessment of Your Content

Once you’ve decided to present at a conference, being honest about your content’s quality is crucial. Larry believes many marketers overestimate the strength of their material.

“Many people overestimate the quality of their work,” Larry observes. “Conferences are about leveraging your best content. It’s like having a winning hand in poker; you want to maximize its value. The key is to produce a large volume of content, ‘auditioning’ it to identify those outlier pieces that can be repurposed into podcasts, videos, or conference talks.”

Larry’s Fourth Principle: Prioritizing Content over Conferences

While speaking engagements can boost your industry profile, Larry advises against making them your primary focus. Instead, concentrate on consistently improving the quality of your content.

Public speaking can solidify your thought leadership, but Larry believes that fixating on prestigious conference appearances can distract from the crucial task of content creation.

Larry onstage at Marketing Festival 2015 talking about… Quality Score. Again.

“People often reverse the process,” Larry notes. “They chase conferences instead of letting the conferences come to them. I receive numerous conference invitations monthly, but I only accept a select few. Conference appearances are a byproduct of established thought leadership, not a means to achieve it."

This underscores the importance of Larry’s strategic approach. By focusing on creating high-quality content, conference organizers now approach him. Furthermore, by “auditioning” his content through blogging and social media, Larry ensures his presentations are engaging, actionable, and memorable.

The crowd eagerly awaiting Larry’s presentation at INBOUND 2015

“Social media following and conference appearances are secondary,” Larry emphasizes. “Original ideas and remarkable contributions come first. People often get the order wrong.”

Crafting a Killer Presentation Pitch

While receiving invitations is ideal, proactively pitching your presentations is sometimes necessary. This requires a captivating pitch letter.

Here’s how to craft a pitch that commands attention:

• Start with an Intriguing Fact: Engage your reader from the get-go with a captivating fact or statistic. The more compelling the opening, the more likely they are to continue reading. Framing this fact within a broader industry challenge, such as declining organic reach on Facebook, adds context and promises actionable solutions.

• Present a Compelling, Original Angle: A bland title like “Why You Should Be Advertising on Facebook” lacks intrigue.

  

  A title like “Hacking the Facebook News Feed Algorithm: 5 Ways to Recover Organic Reach” is far more compelling, instantly conveying the topic, the value proposition for attendees, and the strategies they’ll learn. These elements should be elaborated upon in your pitch letter.

• Emphasize Actionable Takeaways: Conference attendees want to walk away with practical strategies they can implement.

  Your pitch letter should highlight the tangible benefits for attendees, offering enough detail to provide a clear picture of the presentation’s content while leaving them wanting more.

Beyond Your Niche: The Importance of ‘Landing and Expanding’

While specializing in a niche is crucial for establishing thought leadership, there comes a time to broaden your horizons.

After years of focusing on AdWords and related areas, Larry realized the need to expand his content scope to reach wider audiences.

“Marketing, even as a whole, is a relatively narrow niche," Larry acknowledges. “Once you’ve dominated a niche, it’s time to ’land and expand’ into adjacent areas.”

Data analysis once again guided Larry’s approach.

“Analyzing audience insights from Facebook and Google Analytics revealed interests in startups, entrepreneurship, and business growth," Larry shares. “Two years ago, I started a column with Inc. magazine, focusing on topics beyond marketing but still relevant to my target audience. This allows me to connect with them even if they don’t require my specific products or services. Brand affinity can significantly boost click-through and conversion rates.”

This expansion aligns with Larry’s overarching thought leadership strategy: setting clear goals, tracking progress, and identifying opportunities to broaden reach with relevant content.

Larry’s Fifth Principle: Content Syndication for Wider Reach

Another key tactic in Larry’s arsenal is content syndication, maximizing content reach and amplifying his message across platforms.

Larry’s content, syndicated on LinkedIn’s Pulse content discovery system

Larry syndicates his content on LinkedIn Pulse and publishes frequently on Medium, expanding his reach and solidifying his thought leadership in search marketing and entrepreneurship.

Stats from Larry’s Medium account, at which he publishes purely syndicated content

Essential Thought Leadership Marketing Tips: A Recap

Here’s a recap of Larry’s insights for aspiring thought leaders:

• Develop a well-defined thought leadership strategy from the outset.
• Be an active and valuable member of your professional community, offering valuable contributions.
• Content marketing is paramount to thought leadership success.
• Identify and dominate a specific niche within your industry with your content.
• Take a stance on relevant issues in your content.
• Cultivate a unique style and voice.
• Support your claims with original data and research.
• Reserve conference presentations for your most exceptional “unicorn” content.
• Be objective in assessing the quality and value of your content.
• While valuable, conference appearances are a result of established thought leadership, not a means to achieve it.
• Explore opportunities to “land and expand” into related content areas once you’ve established dominance in your core niche.
• Syndicate your content across platforms like LinkedIn and Medium for broader reach.

While luck can play a role, Larry’s journey demonstrates that a strategic approach, dedication, and a commitment to delivering value can elevate you to thought leadership status in your industry.