What is thought leadership marketing?

Thought leadership marketing is a marketing strategy focused on building recognition of an individual as the leading expert in a specific market segment.

Thought leadership as a marketing strategy does two things:

  • Establishes front-of-mind awareness
  • Builds trust in your expertise and ability to deliver

Thought leadership as a marketing strategy works in market segments where it’s difficult to understand the specific quality of the product or service before it has been delivered. Typically this means relatively high price points and a substantial amount of customisation for each customer. Because in these segments it is difficult to predict the specific quality of the product or service prior to delivery, trust plays a key role in the sales process.

If you have broader questions about thought leadership, you might like to look at our FAQ on thought leadership.

Why thought leadership? The world has never been this complex

The world has also never been getting more complex at a faster rate

Complexity increasing

In the face of complexity, we seek what we know. People want to trust people, not brands.

People want to trust people, not brands

Edelman trust index

In today’s business environment: Expert awareness beats brand awareness every time.

Thought leadership is about being remembered as the go-to expert. It’s front of mind awareness of you as the expert of choice.

So when your potential customers have their “head in hands” moment…
…there’s only one person who’s front of mind with a solution
to their problem.

BUT – If you want to be remembered as an expert in two things, you’ll be remembered as an expert in no things.

You only get one head in hands moment. What problem are you the solution for?

Four simple guidelines for effective thought leadership marketing

  • Stay front of mind – you’re need to be popping up frequently as relevant challenges/opportunities emerge
  • Stay relevant – people will look to you for insight and interpretation of latest trends
  • Build trust – It has to feel like a personal relationship. But be transparent about the commercial agenda (but just deliver them value first).
  • Clearly align expertise to what you’re selling – To earn a return from thought leadership, it’s critical that your expertise is closely aligned to what you selling.

More questions about thought leadership? You might get value from our FAQ page featuring the most commonly Googled questions about thought leadership.