If you’re a CEO or CTO, thought leadership is a powerful personal branding strategy because it positions you as the go-to expert for your target audience.
Why? Well, mainly because thought leadership is the first step in building trust. People want to feel like they’re buying from subject matter experts. Think about toothpaste ads: they became more effective once dentists were introduced as the authoritative face of the brand.
Say you’re launching a new product or feature for your software, who better to introduce it than the Chief Technology Officer? The same goes for speaking about company updates, values, and mission statements as a CEO.
But what kind of content is best suited to CEOs and CTOs? Here are 6 content types perfectly suited to making you the go-to voice in your field.
1. Articles
Articles are excellent for thought leadership, particularly for CEOs and CTOs, because they:
- Showcase expertise
- Build trust and authority
- Drive industry conversations
- Increase visibility and influence
Publishing insightful and well researched articles is a guaranteed way to connect with your audience. Satya Nadella, Chairman and CEO of Microsoft, regularly posts thought leadership content.
His profile is a great example of how articles can be a form of high-level thought leadership, bringing a unique and interesting industry perspective.
2. White papers
Nothing says expert like a well-researched, in-depth guide on a topic or interesting subject in your industry. Whether it’s data-driven insights or industry analysis, white papers are a great way to show you know your stuff through evidenced-backed content.
Unlike lighter written formats, white papers appeal to more technical and senior audiences as they cover more ground, in more detail. This is a beneficial strategy when targeting decision-makers or attracting attention from audiences in more complex fields.
White papers are powerful tools for CEOs and CTOs looking to establish themselves as thought leaders. They build intellectual authority and signal that their insights deserve a place in high-level industry conversations.
3. Video content
Lights, camera, influence.
Getting behind the camera and talking about something you're passionate about will help you start those key conversations with stakeholders from your target companies.
Storytelling is an exceptional tool for CEOs and CTOs, and what better way to build credibility, relatability, and trust than by putting a face to your name through video?
Plus, as videos get the third highest impressions on LinkedIn compared to other post types, they’re a great way to increase your reach and influence.
4. Social posts
If articles and whitepapers are good for building authority, social posts are great for showcasing authenticity, personality, and strengthening your professional network.
Social media platforms like LinkedIn, X (Twitter), and Threads (Instagram) are ideal for CEOs and CTOs looking to amplify their visibility and connect with a global audience.
82% of people trust a company more when its senior leaders are active on social media. Regularly posting on social media has been proven to create opportunities to engage with other industry leaders and give CEOs a competitive edge with prospects.
5. Infographics
Infographics are designed to simplify complex information in a visually enjoyable way. They’re easily shared and eye-catching, making them ideal for reaching and engaging new audiences.
For CEOs and CTOs, sharing an infographic that addresses a specific customer pain point and offers a solution is a great way to get noticed.
6. PR and media opportunities
Public relations (PR) and media engagement offer strategic opportunities to amplify your brand presence and strengthen authority in your industry.
Unlike other types of content, media coverage and PR mentions can’t be bought, they’re earned by offering relevant, valuable insights at the right time. This makes them particularly valuable when establishing credibility.
Think about it: When a CEO or CTO is quoted in a popular news outlet, their viewpoint is held to a higher standard than their peers.
Third-party validation helps leaders stay at the forefront of industry trends, challenges, and innovation in their customers eyes.
Final thoughts
Choosing the right thought leadership content is crucial for CEOs and CTOs aiming to shape industry conversations, build credibility, and set themselves apart.
Content like articles, in-depth whitepapers, engaging videos, attention-grabbing infographics and authoritative PR engagements are all great examples of content best suited to C-Suite Executives.
CEOs and CTOs who master these content strategies will not only help their own personal brand but also gain a sustained competitive advantage over other companies.
Need help establishing yourself as an industry thought leader?
AXD Agency is a leading sales & content marketing agency specialising in sales enablement and personal branding services. We help business leaders stand out with impactful and high-quality content that positions you as a thought leader and the go-to expert in your industry.
Your voice, our expertise
To find out more, visit www.axd.agency or book a discovery call with our team.
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AXD is a sales enablement & content marketing agency based in Manchester, UK.