Should you be a Thought Leader vs. Influencer? Which is Best for Your Brand?

I’ve never taken an accounting class, or a finance class, or even a business class in college… but, back in 2016, I published a few dozen articles about business taxes that showed up above the IRS on Google’s search results.

This led to hundreds of thousands of website visits and thousands of leads. It also led to countless Linkedin messages from business owners asking me questions about their Schedule K-1 forms. 

That’s the power of thought leadership. I was a marketer about 5 years into my career who majored in anthropology and psychology, but, on the internet, I was a tax and accounting expert.

Today, just a few years later, it’s a noisier world with both brands and individuals competing for attention. Determining what content surfaces to the top—either in search results or in the viral zeitgeist—comes down more stringent factors that come together to establish topic authority. It’s not enough to be writing and publishing good quality content. It has to come from a source people can trust.  

That’s why the distinction between a thought leader and an influencer is crucial. Let's dive into what sets them apart.

What is the difference between a thought leader and an influencer?

While working with a first-time CEO, I recently shared my definition of a thought leader:

Thought Leader (noun): A person whose views are taken to be authoritative and influential.

I could see on his face that the word “influential” gave him some pause. Not to offend the influencers out there, but there’s a whole level of putting yourself out there that comes with influencing. It takes some major extraversion that can make even the most tenured executives timid.

Thought leaders are the informed opinion leaders and the go-to people in their field of expertise. They become the trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success.

Here are some specific differences between thought leaders and influencers:

• Thought leaders typically go deep into specific topics. Influencers cover a wider range of subjects but in less depth.

• Thought leaders talk with their peers. Influencers are talking to their audience, and the ultimate goal is sales and profit.

• Thought leadership conversations are about sharing information with no expectation of reciprocity. Influencers say, whether obliquely or in so many words, "I know more than you; I am better informed than you." 

• Thought leaders freely offer their expertise to their equals sharing their hard-won insights and championing their causes. Influencers invest in a top-down approach to information sharing and product marketing.

• A thought leader’s presence online is marked by its generosity.

Tactics for Establishing Thought Leadership

When diving into establishing and building your platform as an authority on a topic there are some tactics you can implement to take your expertise from thoughts in your head to one-to-one conversations to content you’re burning to share and engage around on digital channels.

BASICS: Present Yourself.

1. Pick the right topic and declare your expertise - What do you get excited to talk about? What do people seem to enjoy hearing you talk about? Great content is based on great conversations.

2. CONSUME content. Read and listen to what other people are saying about your topics of expertise.

3. Have conversations. In your daily life with clients, colleagues, and friends.

INTERMEDIATE: Network.

1. Go to events and chat. 

2. Join discussion groups.

3. Ask the internet and answer the internet. 

4. Post on Social Media.

5. Answer reporters.

6. Join live panel discussions. Virtually or in person.

ADVANCED: Present to Others.

1. Create content on owned channels and earned media.

2. Public speaking

3. Event hosting

4. Publish on industry publications (regularly)

5. Collaborate with your network of other thought leaders and your clients too!

EXPERT: Paparazzi.

1. Get paid to do speaking engagements.

2. Sell your story to a screenwriter. Make billions at the box office with your life story.

Just kidding…

At Taylor Street Collective, we specialize in helping startup executives cultivate and showcase their thought leadership to enhance their brand presence. From crafting compelling content to securing speaking engagements, we're here to support your journey towards becoming a respected authority in your industry.

Learn more about how Taylor Street Collective helps business leaders at professional services startups establish and build thought leadership platforms to enhance their brands: Thought Leadership Services for Startup Executives