How Dr. Sheryl Ziegler Leveraged Thought Leadership to Launch Her Book
Flow helped Dr. Ziegler create visibility for her expertise, expand her reach, and cultivate an audience of true fans that supported her book launch.
Dr. Sheryl Ziegler used her platform to become a thought leader, increase visibility, and launch her book.
“Working with Flow was not only productive in getting closer to my goals but also fun! They were quick to respond, always had great ideas, have tons of great energy and kept me accountable. They are creative, driven and knowledgeable in a field that is fast-paced and ever-changing.”
– Dr. Sheryl Ziegler
How Thought Leadership Helped Dr. Ziegler
With the help of her team at Flow, Dr. Ziegler was able to:
- Publish weekly (1,000 word+) articles on her blog, LinkedIn, and Medium accounts.
- Contribute regular articles to YourTango and Heleo.
- Expand her reach across social media networks.
- Conceive a popular newsletter with content that her audience enjoys reading.
- Grow a receptive audience and digital platform from which she launched her book, Mommy Burnout.
(…All while appearing on live TV, radio, and podcast interviews and managing her therapy center.)
FOR THE PAST 19 years, Dr. Ziegler has been working with children and families on issues related to anxiety, depression, divorce, and parenting. Her experience, passion, and renowned therapy methods led her to founding The Child and Family Therapy Center at Lowry in 2006. It wasn’t long before she built a reputation as the “go-to” family and parenting expert, making weekly TV appearances on Fox and NBC, the Chuck & Julie radio show, and then moving to national broadcasts — appearing on TV with Katie Couric, Megyn Kelly and Weekend Express with Lynn Smith. Her powerful presence in the greater Denver area, as well as nationally, was obvious.
When Dr. Ziegler landed a publishing deal with HarperCollins, she was ready to take it up a notch.
Thought Leadership Challenges
One cornerstone of a successful book launch is cultivating an audience that is receptive to the book’s main themes. Another cornerstone of a successful book launch is its marketing, both pre and post publishing.
But between attending to patients, finalizing details with the editor, and being a mother of three, there was just no time for Dr. Ziegler to manage her social networks or personal website.
How Flow Helped
Dr. Ziegler began working with Flow in the months leading to her book launch. This allowed Dr. Ziegler to increase her presence on social media, providing visibility in front of her book’s target audience. This visibility boosted her reputation as a thought leader and trustworthy source for parenting information.
Dr. Ziegler was also able to strengthen her owned media platforms through her thought leadership. Instead of linking out to media mentions (like interviews for radio and TV shows), she was now capturing that attention and directing it to her website, where she was producing and publishing thought-leadership articles with the Flow team. Once on her website, Dr. Ziegler could then convert blog readers to book purchasers.
When Dr. Ziegler’s book launched, it landed on a receptive audience. Flow helped Dr. Ziegler create visibility for her expertise across digital platforms, expand her reach and reputation, and cultivate an audience of true fans that supported the book launch.
Interested in launching your personal brand? Check out The Ultimate Playbook to Scale Your Personal Brand.
|Dr. Sheryl Ziegler is a psychotherapist, author, speaker, media contributor, entrepreneur, non-profit board member, Girl Scouts leader, and advocate for children. She founded and operates The Child and Family Therapy Center at Lowry in Denver, Colorado. Dr. Ziegler has led over 10,000 face-to-face sessions focused on “Mommy Burnout” and published a book specifically on this topic.|