By Cassy van Eeden

But have you ever considered including talks and information sessions in your thought leadership strategy? By hosting a talk where industry leaders come together in one place to share ideas and information, you are firmly establishing your brand as an authoritative voice.

It’s subtle marketing at its best

Thought leadership, in any form, is a subtle form of marketing. Rather than blasting an audience with elaborate campaigns and cheesy content, you are gently associating your brand with a positive experience.

“If the audience believes that they are being marketed at, as opposed to receiving authentic value, the initiative will fail,” says Fred Roed, CEO of World Wide Creative.

World Wide Creative is a digital marketing agency which hosts monthly talks called ‘Heavy Chef’. The events are attended by approximately 250 people each month who see some of the best speakers on digital marketing topics both nationally and internationally, says Roed.

“Hosting in-person events has the potential to be the most effective activity in a brand’s content marketing strategy,” says Thando Kumalo, marketing and business development manager at New Media Labs.

New Media Labs holds quarterly talks titled ‘New Media Mondays’ where individuals and companies come together to share and sharpen their expertise. “Ultimately, we want this event series to be a nucleus of thought leadership and knowledge sharing: the kind of space that attracts ambitious talent and great clients,” says Kumalo.

It’s a human experience

It has been proven time and time again that experiential marketing is one of the best ways to create brand awareness. As Kumalo says, thought leadership events are an original social experience.

“It’s becoming increasingly important for us as marketers to engage our audience and make their experiences with our brands more memorable,” says Kumalo.

“Compared to a print advertisement in a magazine, for example, a brand offering that engages as many senses as possible is far preferable,” writes Terry Sutherland, owner of RSVP Agency. “By using marketing efforts that appeal to the thinking, feeling and doing individuals who make up your target market, you’re far more likely to make a lasting impression on them,” adds Sutherland.

It attracts new business

Roed admits that although the Heavy Chef events were never a part of an intentional marketing strategy for World Wide Creative, the events have garnered new clients and resulted in high-value business deals.

Kumalo says that the New Media Mondays events create a brand awareness for New Media Labs, it expands their tech community and maximises their lead flow. “This is just another way for New Media Labs to strengthen current relationships and to build new ones in the process.

“There’s nothing better to further a relationship with a potential lead than to actually give her [sic] value,” writes John Hall, CEO of Influence & Co.

Are you a thought leader? Do you host talks or events to market your brand? Tell us your thoughts in the comments below.