But What is thought Leadership? How do you combine the experience and talent of your team with the humility and authenticity that today’s audience demands?
What is Thought Leadership?
I define thought Leadership as a form of content marketing in which you tap into the expertise, passion, and talent within your business to answer the most pressing questions of your target audience about a topic.
It is not your pedigree. It doesn’t matter where you went to school. Thought Leadership means giving the most relevant and profound answers to your customers’ most important questions in the format your audience prefers.
The Unique Point of View Trap
Content marketing is an essential component. Thought leadership is a crucial component. Brands should avoid the “unique view trap”, as I refer to it.
Many executives delay pursuing thought Leadership because they don’t want to be seen as unique. Our content must be unique and differentiated to compete.
Your audience only needs your content to be the same all the time. They want the best answers to their questions. Bryan Rhoads, the former Head of Content for Intel, once stated, “You have to win the internet every day.”
I suggest that you differentiate your point of view when necessary. Your visual design should be different. You can also determine your graphic design by being an authority or helping your customers with additional content daily.
Also, we need to be cautious with thought leadership. Wikipedia calls it “business language.” It is content that others recognize as being innovative and covers topics that have an impact on an industry.
Why should you consider a Thought Leadership Approach?
Deep research is one of the best ways to establish authority over your topic. It is essential to share a depth of knowledge with others.
Identifying all the challenges your customers face and determining the best solutions is also essential. This is an excellent opportunity for brands to discuss their products and what they offer.
This approach is not recommended. If you promote yourself too much, your audience will stop listening, and you will lose all the trust you have earned.
Who Should Use Thought Leadership Marketing Content?
Both B2B and Consumer companies need thought leadership. However, B2B decision-making is complex. The time it takes to make decisions and the number involved all point to thought leadership being an essential part of B2B content marketing.
Leadership content that is thought-provoking can be used to help business leaders achieve alignment with their peers. This is often a difficult task.
Thought Leadership is also helpful for marketers as it allows us to describe our solution or our purpose for customers. Even consumer companies can effectively use thought leadership to support their overall mission and establish authority in their industry. Branding is about being associated with the needs of your customers.
Where does thought leadership come from?
Thought Leadership is possible from any source: customers, executives, product managers, designers, and customer service reps. All of us have knowledge, experience, and a point of view.
However, your thought leaders must inspire your customers to take the following steps in their journey.
I advise you not to force it. It is impossible to MAKE people share their knowledge. You can create programs to support and highlight those who have the expertise. Call me. I can help!)
What are the Benefits Of Thought Leadership?
Brand affinity is the first step to Thought leadership. Communicating thought leadership allows you to be part of the conversation early in the consumer journey. Your audience will get to know you.
Thought Leadership is the outcome of a solid Content Strategy. Marketing is one of many things that content can do. Leaders are everywhere. You can expose your thought leaders to start becoming social businesses—real people talking to real customers and genuine buyers.
Thinking Leadership Content From Subject Matter Experts
Thought leadership can reduce your sales cycle and give credibility to your brand. Research shows that B2B leaders pay attention to this. Nearly half of the C-suite say they evaluate an organization based on its thought leadership, and 81% believe engaging in thought leadership content increases their trust.
