1 in 4 women leaders’ competence is undermined at work. Adding insult to injury, women are twice as likely to experience interruption from colleagues according to the 10th annual Women in the Workplace report. Basically: Women’s leadership potential is still commonly called into question.

But your influence and impact don’t have to remain within the confines of your workplace. Your digital professional presence can not only fuel career growth, but company market share reach upwards of 30%.

And it all starts with online thought leadership. What is thought leadership exactly? It’s less complicated than you think. Thought leadership is sharing your thoughts on a specific topic, so much so, that you become an authority that others turn to for answers in that focused area.

The thought leadership equation is a simple one: Expertise + A Unique Take = Thought Leadership.

The 5-Step Thought Leadership Blueprint for Women Leaders

When women leaders are twice as likely to be perceived as more junior than their male counterparts, it’s time to take matters into your own hands—no more missed opportunities because of misaligned perceptions. Build trust, credibility and industry authority around your specialized expertise and leadership potential with the online thought leadership blueprint for women leaders.

Step 1: Define Your Brand Buckets

Just like your favorite product labels, you have unique features and qualities that specifically qualify you to do work that you love. It’s high time you know (and are known) for them in the modern marketplace. Because darn it, you have a proprietary blend of skills, experiences and expertise that no one else has. No one leads or works like you.

Your brand buckets are the expertise you want to be known for. Pinpoint 3 specific topics where your knowledge goes deep and there’s no stopping your chat about it. These brand buckets are your POV on your fav work subject matter. It’s the work you want to be tagged in for and known as the SME.

Because remember: You control this narrative. You are the marketer of your differentiators. You don’t have to ride the wave of what others say about you. Just because you are good at (or known for) something doesn't mean it has to take center stage. Elevate what is essential to (and for) establishing industry authority.

Here are 4 ways to get to your 3 brand buckets:

Self-Reflection and Assessment

Identify your core attributes, values and strengths. It’s your unique operating system. Your fundamental beliefs and principles guide your decisions and actions at work. Consider what sets you apart from other leaders in your field. For example, if design thinking is central to your leadership style, this could be one of your brand buckets.

Solicit Feedback

We don’t always see ourselves accurately. Conduct an informal 360 across areas of influence to hear how others see (and experience) you showing up at work. Think colleagues, mentors and team members for their perspectives on your leadership qualities and impact.

Research Your Reputation

Maybe you’ve already put yourself out across the digital interwebs. Conduct research across social, search engines, professional digital spaces (e.g. Slack channels) and AI. See what comes up. Note consistent themes and common descriptors about you.

Define Your Career Goals

Your brand buckets are part of your goal-getting engine. Get after your “why” of work and define your long-term career goals. Consider what success and impact mean to you as a leader.

Reputation Round-Up

After gathering all this info, pinpoint relevant patterns, differentiators and authentic characteristics that set you apart from other leaders. Tired, second-hand language won’t do here. Articulate memorable characteristics and on-trend expertise that separates you from the pack.

Once you've narrowed down your brand buckets, put them to the test. Go back to your trusted people and see if the buckets you’ve selected resonate and align with who you are, your career goals and your leadership philosophy. And remember, just as you are growing and evolving, so are your brand buckets. It’s not something that can be set on autopilot. It’s an iterative process as your career and the market evolves.

Your Next Move: Choose 3 brand buckets that define and underscore your unique promise of value for your forward career direction.

Step 2: Pick Your Platform(s)

Decide on your digital home for your online thought leadership. It can be multiple platforms or just one. Consider LinkedIn and/or Twitter to share your unique POV, engage with others in your industry, and build your personal brand. You can also consider browsable newsletter platforms like Substack or Beehiiv to share your expertise and garner readership.

Your Next Move: Choose your platform. Start or dust the digital dust off your profile.

Step 3: Create Consistent Content

Bring the value. Again and again. The sky's the limit in providing actionable advice and freshly cut perspectives via social posts, articles, blogs, videos, podcasts, etc. Note: Original content isn’t required. It can be a share of an article or podcast with your unique take or commentary, for example.

But do know who you are writing for. Decide if your thought leadership is for industry peers, mentorship for rising professionals or garnering the attention of target companies’ leadership (or a bit of both/and).

No matter your audience, quality and consistency are key. The lift can be as heavy or as light as you want. Here are a few ideas:

Publish social posts (written or video), articles, blogs and/or whitepapers on your brand bucket topics.
Host (or guest on) webinars or podcasts to share your unique insights and knowledge.
Engage in social media discussions (aka value-add comments) on industry trends and issues.

If you are all in but are unsure where to start. Check out Nicolas Cole’s Endless Idea Generator.

Remember no one is you. No one leads exactly like you, thinks like you or has the same combo of experiences and unique wiring. You have something meaningful to offer! By consistently demonstrating competency in the same focused topics again and again online, you’ll build credibility and SME status that extends beyond your workplace.

Your Next Move: Decide on your target audience for your content. Then, get started!

Step 4: Build A Supportive Network

When time is short and calendar space is at a minimum, online engagement is a great way to nurture your network and bolster your new thought leadership habit. Find, collaborate and network with like-minded leaders. Send that connection request, support their ideas (hit like and comment) and create meaningful connections that extend into the real world. It starts with a meaningful hello in a DM to build a strong network that cares about the things you care about.

When you want to extend your thought leadership reach, consider pursuing opportunities to guest post on influential sites and/or participate in industry podcasts/webinars.

Your Next Move: Create a list of 10 thought leaders in your industry and start engaging with them regularly.

Step 5: Share Your Authentic Voice and Experiences

As a woman leader, you have a unique perspective. Don't be afraid to share personal stories and lessons learned. But remember the internet has a long memory. This doesn’t mean you share everything with everyone. Remember your ‘why’ and purpose behind your thought leadership strategy. Ensure you can stand by your content over the long haul.

The key to online thought leadership is to provide consistent value while developing your distinct voice. It’s about quality over quantity. And be patient with yourself as you build the reputation you want to be known for. It takes time.

Your Next Move: Write this quote on a post-it and keep it on your desk: "No one is you and that is your superpower." - Elise Santilli. Then, share your POV in your words and voice.

Know authenticity and expertise are the #1 players in the thought leadership game. Get out there and share your unique blend of leadership that only you can give the world!

Unlocking Influence: Women Leaders' Blueprint for Online Thought Leadership