The challenges with regard to our economy in the last few years has highlighted how easy it is to build – and destroy – a brand. Indeed, the very nature of how brands communicate is changing. Emotion has always been a key driver in decision-making, but how brands connect with their audience will determine success or failure.
Nearly half of decision-makers say an organisation’s thought leadership content directly contributes to their purchasing habits, yet 74% of companies have no thought leadership strategy in place.
Edelman, B2B Thought Leadership Impact Study
In this article, I’ll explore five top tips to build a winning thought leadership strategy:
Tip 1: Focus On What Stakeholders Want From Your Company
It may sound like a basic question but thought leadership is about demonstrating your company’s expertise rather than promoting individuals. To do that effectively, you must figure out what problems your audience will face three, four, or five years ahead. A thought leadership approach based on qualitative and quantitative research, offering strategic insight into the market, will ensure that communication activity is not done on a whim but tailored for your audience with a data-driven approach to storytelling.
Tip 2: Have A Clear Vision For Where Thought Leadership Will Impact In The Sales Funnel
Particularly in a B2B environment, purchases can be complex and difficult. Thought leadership can play a crucial role in demonstrating why you are the best choice for the job. This is a delicate balance because, unlike content marketing, thought leadership cannot overtly promote products or services. Industry research wins hearts and minds, creating a value proposition based on the most important things to your audience.
Tip 3: Learn What Makes You Most Credible
It takes time to earn credibility, particularly in saturated markets. As digital communication was the only approach to reach audiences during the pandemic, people have been inundated with content, inevitably leading to fatigue. We encourage you to look at joining forces with industry influencers such as trade bodies, customers, and partners to take a shared view on thought leadership. This will help build an instant trust that could otherwise take years to build.
Tip 4: Don’t Let Your Content Strategy Suffer Fatigue
Coming up with fresh topics is a huge challenge for most thought leaders, but if you’re approaching it from a self-serving angle, then you’ll hit a wall far sooner. Journalists, for instance, never run out of things to say because they’re looking for something new happening within their area of expertise. And the news never stops. Think like a journalist, prioritise constant research that brings new and insightful commentary to topical ‘news’ that’s important to your stakeholders.
Tip 5: Authenticity Can Not Be Faked
In short: show your audience you’re in it for the long haul. Thought leadership isn’t about showing everyone how smart and successful you are. It’s not about being edgy for the sake of it, either. Thought leadership is about demonstrating expertise and showing that you’re around to solve problems today and in the future. Ensure your content themes, tone of voice, and data points authentically represent what you stand for.
In the era of multichannel communications, it has never been more important to develop a thought leadership approach that is authentic to your company, adding value to customers and cutting through the noise. 2021 could be your year to step up and be heard.
