Thought leaders are experts in the industry who share their expertise with the target audience consistently to answer queries and concerns; facilitate value besides the industry. They have a better understanding of their audience and competitors.
Thought leadership facilitates the development of content marketing. The content comes in different forms like blog posts, research papers, articles, infographics, books, videos, podcasts, speaking engagements, guest contributions, and social media content.
A thought leader generates a diverse form of content. Be mindful that it is not your goal to create hefty content or self-promotional content about your brand. You must look at content marketing as a tool to educate, enlighten, and influence your audience in such a way that you gain credibility for your work in your industry.
Importance of Thought Leadership for Brands
Based on the research conducted jointly by Edelman and LinkedIn, 58% of interviewees informed they invest one or more hours per week in reading thought leadership.
Besides, The Marketing Insider Group, the report highlighted the fact that 81% of people said that their trust credibility increases after engaging with thought leadership content.
These numbers are enough to outline the importance of thought leadership. It has the potential to influence B2C and B2B purchasing decisions. Thus, brands must consider thought leadership. Let us understand how they help generate credibility around your brand.
Advantages of Thought Leadership
Following are the five brands and business advantages of thought leadership:
- It offers trust and credibility to your brand.
- It fosters uniqueness and helps you stand out from the crowd.
- It provides one cohesive strategy by lining up with your content marketing strategy.
- It promotes a platform for learning and sharing knowledge.
- It is self-sustaining if you stay consistent in the game.
Scope of thought leadership
Thought leadership content serves anyone in the business and consumer decision-making process.
Directors, C-level executives, and managers classify as thought leaders. However, thought leadership is not exclusive, and it can come from any employee of the company.
For instance, Marketers, customer service reps, product managers, designers and salespeople with expertise and experience in their field can provide niche content. Thus, the brand’s thought leadership is inclusive and contains everyone capable of creating dynamic content.
Thought leadership as part of a marketing strategy
To use thought leadership to develop an effective marketing strategy, take care of the following factors:
1. Define your niche
Define your niche and focus on your area of expertise. You should avoid producing bulk content by compromising on the quality aspect.
If you are specific about the content you are producing, it becomes natural for you to develop credibility.
2. Get to know your target audience
It is crucial for you as a thought leader to understand your target audience, as it will help you weave your marketing strategy around their requirements.
If your brand has already defined your audience, you can reduce your efforts and deliver the right content.
3. Examine your competitors
Monitor your competitors to learn and improve. Analyze what quality of content your competitors are sharing, which platforms are exploiting for posting their content, and how consistent they are in posting their content. This way, you will get an idea about their strengths and weaknesses. You can then work on your content accordingly.
4. Start developing content
Once you have defined your niche, understand your audience and competitors, it is time for you to develop your content, be it writing an article, producing podcasts or recording videos. It’s crucial to start work.
5. Resist yourself from producing promotional content
Stop producing promotional content as your target customer getting turn off.
You should focus on comprehending the ongoing trends and offer appropriate informative content. So that you can fulfil the requirements of your target audience, gain leverage.
6. Engage with your community through social media
Social media platforms are powerful tools that help you keep your audience engaged with your content. You can exploit social media to share your views and opinions about industry news and trends.
Incorporate a professional headshot to make your profile look professional and credible. It expects that your audience gets a determined idea about your brand through your social media profiles.
7. Be authentic
You understand that your brand identity has a significant share in the success of your business. Thus, share genuine and authentic content to get credibility from your audience.
Your authentic presence enables you to build long-term trust in your brand. It is a dynamic quality that you should not take a chance to miss.
Thought leaders come from all walks of life. They are the experts in their niche who share in-depth and relevant content to help individuals, and as a result, build long-term credibility and trust in their brand.