PR plays a pivotal role in shaping your image, credibility, and influence and staying at the forefront of your field means the press are more likely to be interested in featuring your brand story.

The crucial role of thought leadership in product and service businesses

Establishing expertise is essential for both product and service-based businesses, especially for those disrupting their industries or offering limited products. Take Wild Deodorant, for example, which places itself as an industry expert through insightful blog posts. Instead of focusing solely on their product, they delve into topics like antiperspirant vs. natural alternatives, adding value to their audience without the hard sell. Research shows that stories are 22 times more memorable than mere facts and numbers, making this approach highly effective in communication.

Crafting valuable content

Creating valuable, insightful content is a powerful way to showcase your expertise. Staying ahead of the curve with industry trends, emerging technologies, and the latest developments is non-negotiable in today's competitive landscape. Authenticity is the key when people search for experts and products. They want to see you sharing your own ideas, thoughts, and knowledge, and owning your space in the industry conversation.

Thought leadership in action

To demonstrate yourself as a leader in your field, actively share insights on industry trends. Engage through blog posts, participate in panels, and workshops. Leverage social media to connect with your audience authentically. Look for opportunities, podcast features and press coverage to further enhance credibility and influence.

The power of public speaking and networking

Public speaking is a powerful tool for establishing yourself as an expert. Seek engagements at panels, workshops, and webinars to not only show authority but also create valuable networking opportunities. Your online presence, especially on platforms like LinkedIn, is the initial impression you make. Optimise professional profiles, consistently share valuable content, and actively participate in relevant discussions to solidify your position as a thought leader.

Use your content as a strategic asset

In the competitive world of press spaces, your own content is a valuable asset. Lucy Hitchcock, the owner of Partner in Wine, exemplifies this by sharing her vast wine reviews across different platforms such as Instagram and TikTok. Lucy has identified key skills that set her apart and create noise around her business. The persistent content she shares has gathered a loyal following of wine lovers. Lucy has created a relatable gateway to her industry by demonstrating herself as an industry expert in a personable way, understanding the challenges potential customers face and cutting out complicated jargon. Positioning herself as an expert has given the brand a distinct voice and personality. Meaning the content is more recognisable.

This approach has seen Lucy featured in multiple publications, including the BBC, Sheerluxe, and the Daily Mail. Her ability to connect with her audience and provide valuable insights has not only solidified her standing as an industry authority but has also seen her becoming a sought-after authority and PR magnet. Lucy's success is a testament to the power of proving yourself as a relatable authority in your field, a strategy that not only captivates your audience and sets you apart from others within your industry, but also attracts the attention of the press.

Multifaceted approach to expert positioning in 2024

Establishing yourself as an expert also complements and adds to SEO strategies, enhancing your discoverability and ensuring your content is noticed and ranked higher by search engines. Take Partner in wine as an example: instead of solely capturing customers searching for 'insulated wine bottles', Lucy proving herself as an expert has expanded her brand's reach beyond product-related searches.

Partner in Wine now appears in a multitude of searches, from 'best wines to drink' to 'what to pair with wine.' This broader visibility not only attracts potential customers interested in her products but also establishes her as a go-to authority for wine-related topics, further solidifying her standing in the industry. By strategically aligning knowledge with SEO, Lucy maximises her online presence, ensuring her brand is found by a diverse audience looking for valuable insights in her field.

In conclusion, storytelling adds depth to your message, complements SEO strategies, and gives your brand a distinct and recognisable voice. Showing yourself to be an expert within your industry and securing press features is not just a strategy; it's a necessity in 2024. Achieved by combining traditional and digital strategies, building a strong online presence, showcasing specialised skills, creating high-quality content, networking, seeking speaking opportunities and collecting testimonials.

In the dynamic landscape of 2024, the journey to expert positioning is a continuous one, requiring adaptability, authenticity, and a commitment to staying ahead of industry trends.