Finding the sweet spot for executive thought leadership

During Ragan and PR Daily’s Social Media Conference, held last month at the Walt Disney World Resort, Nicole Moreo, head of customer insights for North America at LinkedIn, shared her expert insights on how to get executives not only involved but excited about thought leadership.

When finding the right executive and the right topic to launch your thought leadership, she urged audiences to look for the area where these three considerations overlap: your company’s thought leadership priorities, executive authority, and executive passions and priorities.

Let’s break that down a bit.

Obviously, the company’s needs come first. What is the thought leadership intended to do? Once you’ve identified that key area, look at who can speak to that topic credibly. Then, drill down even further to find the person who wants to talk about that topic in this way.

You’ve found your overlap. This is where content can truly sing rather than simply feel like a bland exercise in thought leadership that excites no one — including the executive.