Do you want to stand out from the crowd? Do you have skills and expertise that distinguish you from others in your industry? Then you need to invest in thought leadership content.
But first, let’s talk a little bit about what thought leadership is and why it’s important for your brand.
What is Thought Leadership Content?
Thought leadership content is the creation and use of content in various formats -- blogs, ebooks, infographics, and even videos -- to connect with potential clients and establish your expertise. It’s about more than where you went to school or how popular you are. This content showcases your talents, skills, and values in a way that draws people to you -- even people within your own industry.
But thought leadership content involves more than rattling off industry statistics and knowing more than your peers. It involves engaging and connecting with your audience in an authentic way, whether it’s a how-to article on a problem that many face or a video about how current trends are impacting the industry. Your audience needs to view you as more than an industry hot-shot. They need to trust you.
Is it worth it?
In today’s high-paced and connected society, thought leadership has the power to set you apart from your competitors and give you a far-reaching voice.
But it’s about more than just reputation.
In both the B2B and B2C space, thought leadership content has proven valuable beyond measure. It empowers companies to win over more clients, creates brand loyalty, and even allows companies to charge a higher price for their products and services.
Don’t get me wrong. It’s not automatic. It definitely takes an investment of time and energy. But if you’re willing to put in the time, thought leadership is a worthy investment.
But how do you start creating content for thought leadership? Let’s look at a few suggestions that will help.
How to Create Exceptional Thought Leadership Content
1. Know Your Audience
Thought leaders are not stand-alone entities. In order to achieve thought leadership and thrive, you need to know who your audience is. This will allow you to create content that meets their needs and delights them.
But what do you need to know? Look at your demographics. Where is your audience from? How old are they? What problems do they face? Why do they come to your brand?
You might also look at questions that your audience asks and see how you can provide meaningful answers. You might find these questions on sites like Quora, LinkedIn, and Twitter. You might even ask your sales department about the conversations they have with potential customers. All of this helps you to get a better idea of who your audience is and what they need from you.
2. Create Meaningful Content
Now it’s time to take all of that information you’ve gathered and act on it. Your content should address the needs of your audience and be in a format that they enjoy.
Blogs are an excellent format since it’s something people can read wherever they are and return to when they need. You might also look at more visual formats, such as colorful infographics or engaging videos to get your point across.
Look for topics where you can delve a little deeper into a subject. If you find that you can write endlessly on the topic and give genuinely helpful advice, then it would probably make an interesting ebook.
Remember, you want to have several different content types to fit the needs of every stage of your funnel.
3. Engage on Social Media
Social media is an essential component of your thought leadership strategy. After all, once you create that great content, you need a place to share it. And social media platforms like Facebook, Twitter, and LinkedIn are ideal places to share.
Use specific hashtags to reach new people who would be interested in your content. And look for ways to share your content with groups who regularly discuss those industry topics.
And don’t forget to engage. Be quick to reply to comments. Even outside of the content you share, look for ways to engage with others on social media. This helps others to recognize your name and the value you bring to the conversation.
Thought leadership content is a must for any business owner in the modern landscape. I hope these tips help you to adopt thought leadership in your own strategy.