What is thought Leadership?
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 your audience’s preferred format.
A viral video does not constitute thought Leadership. Forbes’ byline is not considered thought Leadership. A research report is not deemed Thought Leadership by itself. This can be measured by determining your rank for top keywords within your industry. Is your website attracting more new visitors, leads, and sales?
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. The former Head of Content for Intel, Bryan Rhoads, 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 and trends that impact 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.
It is also essential to identify all the challenges your customers face and determine the best solutions. 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 the solution we offer or the purpose of our brand in terms of customers. Even consumer companies can effectively use thought leadership to support their mission and establish industry authority. Branding is about being associated with the needs of your customers.