In the last few years, thought leadership content has emerged as a key component in business and has become a leading marketing strategy.
While the concept of 'thought leadership' seems relatively new, and is often difficult to define, it essentially means that people don't just look to you for product or service advice, they look to you to be informed, educated and a place where they can learn new ideas about your brand, or the industry you are in.
In many sectors, brands looking to distinguish themselves also use thought leadership to influence buyer behaviours.
This week's feature will define what thought leadership content is, the benefits of it and key things to consider when writing articles like this.
What is thought leadership content?
Thought leadership content presents your brand as a leading, reliable voice in your industry. Its purpose is to enlighten, provide relevant insights and help increase organic reach.
According to Daniel Rasmus, thought leadership should “intrigue, challenge and inspire” your audience.
This specialist area goes beyond brand awareness. It helps your business establish quality, more meaningful relationships with the people you’re trying to reach.
Thought leadership can span across almost any industry, and companies big and small. In considering it as an ongoing option, your decision should be based on your ability to provide in-depth knowledge and information to your audience.
Two key aspects to consider for your thought leadership strategy:
Target audience: Understand your industry and the audience you are targeting. This will result in great article ideas and publication choices that reach this specific readership or following.
Industry analysis: Study your competitors and your market. The more you know the easier it is to be a step ahead. Use this as an opportunity to study industry trends and to find areas that remain untapped. Your content should not only address an issue, but also offer guidance or steps for readers to take.
“Thought leadership should intrigue, challenge and inspire your audience.”
Benefits of thought leadership:
It is good for publicity or media relations
Being a thought leader is a huge benefit for your PR opportunities. When you're seen as an expert in your field, more reporters, bloggers and influencers are likely to want you to contribute to their paper, blog or magazine.This is a ‘win’ for your brand, especially if you're featured in major publications.
It drives content
In the digital world that we live in, there's a large amount of content creation going on every day, and one of the most popular resources creators now use to find new ideas and trends is through thought leaders. Thought leadership pieces can lead to collaborations with content creators and means that your articles are read by a wider audience.
It builds trust and credibility
Sharing your experiences and expert knowledge on a regular basis(both written and verbal), will help you gain trust and respect from your audience. It also helps you build up a great follower base.
Customers want to work with companies that they know and trust and this is a way of establishing that trust. You need to be able to share guidance, or information with your customers that they didn’t even know they needed.
It reinforces a brand
Developing and maintaining a thought leadership position can be challenging and it is sometimes hard to convince people to “buy” into what you are trying to share with them overnight.
Becoming a thought leader sets your business apart and positions your brand as forward thinking. It also helps to protect your brand’s reputation by building “brand equity”.
Why should you consider a thought leadership approach?
One of the most effective ways to establish authority on any of your topics is to produce in-depth analysis and research on the subject you are covering. You have to present authentic and comprehensive knowledge that no one else has.
Thought leadership allows you to, not only lead the conversation, but become it. By positioning yourself as an expert in a specific subject or area it gives you an advantage over your competitors.
In the fast-paced and competitive environment that we live and work in,being a thought leader is one of the most effective ways to gain a loyal audience, build a solid network of influencers and generate new business.
For a number of professional brands, thought leadership at a company level is a strategic choice and will require consistency. It is not always the right choice for every company, but once implemented in the right way, it can create fantastic results.