Using a Blog to Become a Thought Leader in Your Industry, Part 2

Patrick McFadden

In my  last post , I wrote about the importance of shaping people’s perception of your company and its products–the right way. I shared that the ability to shape people’s perception of your company and its products is critical to your success.  If you can’t fight for your prospect and customers mind, you are not going to go very far in the battle for their wallet.

Now that you have shipped (published) your blog post. It’s time to market it. Content is King, but Marketing is Queen.  You have to market your content if you’re going to break through the noise and clutter. This is where arenas (social media) and content can really work like a marriage. Content is fire, and social media is gasoline.

Not to mention it’s much easier to use arenas to promote compelling content, than it is to promote your company.

Here’s how you or your company can become a thought leader in your industry by effectively marketing and promoting your content:

  1. Permission list. Push your content out to your email list. These people have given you their permission and want to be marketed to. 
  2. Likes and followings. Push the content out to social accounts. These people want to have more interactions with you or your company.
  3. Interest groups. Build a list of the top 5 Facebook and LinkedIn groups related to your industry that have over 1,000 followers, and another list for smaller groups. Then update each group with each new blog post.
  4. Keywords. Use keywords in your status updates.
  5. Tell them what to do. Tailor a  call to action  to direct readers back to your stage , a place for comments and where you can best sell your ideas, services or products.
  6. Track. Use a checklist to keep track of each task.

Publishing content alone is not enough to become a thought leader in your industry. Marketing is usually what puts your content and thoughts over the top in success.

In part 3 of this series, I will explain exactly how to network with industry authorities and influencers.

Question: How do you currently market your content? What is your Queen?

Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

From Trends to Tactics: How Our Marketing Firm Helps Medical Staffing Agencies Win in Changing Markets

By Patrick McFadden • March 8, 2025
Most marketing firms talk about tactics. We help our clients see the bigger picture.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
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