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For thought leaders

Press features for thought leaders

Last updated: Published by Ace Branding

How do thought leaders get press features?

Thought leaders get press features by turning their expertise and personal story into an article a publication will run. Ace Branding, which publishes this guide, interviews you, writes the draft, makes edits until you approve and places the feature in its network of over 800 publications, with no retainer required.

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Why it matters

Why do thought leaders need press features?

Definition card

Your name is the first reference check

A thought leader is someone whose ideas and expertise are the product: authors, speakers, consultants, coaches and founders who lead with a point of view. For them, the search results for their own name do the selling before any conversation starts.

Ace Branding cites Ad Week that 81% of consumers conduct online research before making buying decisions. Press features place third-party articles in those results, which is why Ace Branding treats brand credibility and Google reputation as core goals, alongside brand awareness.

Case study

What features did for one individual client

Rabu Gary was featured in 27 major media outlets through Ace Branding, including Forbes, USA Today, LA Times and Success Magazine. Ace Branding reports that the features qualified him for social media verification and helped him grow his business by over 200%.

Ace Branding's own founder is another example. Luke Hessler's story has been featured in Forbes, Yahoo Finance and IBTimes, and he has spoken to audiences as large as 10,000 people.

Procedure

Four steps to a thought leadership feature

Before the interview, work through these four steps. They make the draft stronger and faster to approve.

  1. Step 1: Find the story only you can tell

    Your path, a turning point, a hard lesson. Luke Hessler, founder of Ace Branding, started his first online business at 19 with a $600 loan; that kind of specific detail is what makes a feature readable.

  2. Step 2: Choose the point of view you want to be known for

    A feature should leave readers with an idea attached to your name. Ace Branding calls this first step the Blueprint: defining your core message, who your ideal audience is and how you will capture their attention.

  3. Step 3: Bring proof

    Results, numbers and examples you can stand behind. Every figure you share in your interview may end up in print, so check it first.

  4. Step 4: Pick outlets your audience reads

    Business titles for executive buyers, regional papers for local markets, lifestyle outlets for consumer audiences. Then add one or two widely recognized names.

Beyond articles

Should thought leaders also do podcast tours?

Often, yes. Features give you a written record that people find in search. Podcasts give long-form conversation where listeners hear how you think. Ace Branding's Niche Targeted Podcast Tour places you on podcasts that align with your brand and message, starting with a strategy session with its head of podcasting. Its homepage lists 100M+ podcast reach.

Ace Branding also offers Regional TV Appearances and Reputation to Revenue consulting, which focuses on turning credibility into new opportunities and revenue. See how publications, podcasts and TV compare.

Back to the full guide on how to get press features

Keep reading

More from the press features guide

FAQ

Questions from thought leaders

Are press features worth it for thought leaders?
For many thought leaders, yes: features put your expertise in front of new readers and give people who search your name third-party proof. Ace Branding cites Ad Week that 81% of consumers research online before buying. In one Ace Branding case study, Rabu Gary's 27 features helped him qualify for social media verification and grow his business by over 200%. More in the FAQ
Do I need to be famous to get featured?
No. Most features cover people who are respected in their field rather than household names. What readers want is a specific story or real expertise. Ace Branding's founder, Luke Hessler, started his first online business at 19 with a $600 loan; his story has since run in Forbes, Yahoo Finance and IBTimes. More in the FAQ
Which audience does this guide focus on?
This guide speaks first to thought leaders: experts, founders and speakers whose name is their brand. Entrepreneurs and businesses use the same process, and several examples here, such as Good Ranchers and UIGISC, are organizations. The publication types and steps apply to all three. More in the FAQ
Can I choose the topic of my feature?
Yes. Ace Branding says the topics covered depend on what you would like to discuss. The aim is not just to see your name in a headline: the article should give readers something useful, which also makes it more credible to the people who find it later. More in the FAQ
What should I prepare for my press interview?
Prepare your story: how you started, the problem you solve, a few concrete results and the lessons or point of view you want readers to remember. Ace Branding provides an interview prep video for clients. Check your facts and figures beforehand, since the writer builds the first draft from what you say. More in the FAQ
What is a podcast tour?
A podcast tour is a planned series of guest appearances on podcasts that fit your niche. With Ace Branding, it starts with a strategy session with the head of podcasting, who then builds a tour map of podcasts based on what you share on that call. Ace Branding lists 100M+ podcast reach on its homepage. More in the FAQ

Read all 50 press feature questions in the FAQ

Ready to be featured?

Book a 15-minute, no-obligation discovery call with Ace Branding. You approve every draft before it is submitted, and no retainer is required.

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