What do we mean when we talk about thought leadership?
- Thought leadership is respected expertise. You’re an expert and you’re known for it. When people think of the ‘experts’ in your space, your name is one that immediately come to mind.
- It’s called thought leadership because of the implication that you shape the way that the industry thinks. You ‘lead’ the thinking about your area of expertise.
- In the same way we talk about “thought leadership“, you can also think of it as “recognised expertise” or “industry leadership“.
Why does thought leadership matter?
Your customers are suffering from too much content and not enough time
- We’re in an era of content abundance. Finding highly relevant, targeted content requires increasing time, focus and investment
- Limited time for reading and reflection. Constant communication and distraction has reduced the time available for quiet consumption
- In this era of information – there is also a real and pressing fear of missing out on something new and critical. No-one wants to be left saying “I haven’t seen that”
In an increasingly complex world, your customers want to know what’s really important
- Curation brings you to the front as the guide in a complex world.
- It’s showing that you’re completely on top of the industry and developments
- It’s not just about identifying content, it’s about helping your audience make sense of what’s happening
- Customers are increasingly rewarding quality content that makes them more intelligent and knowledgeable
Because you started the conversation, your customers will also look to you to find the answer
- It’s a two way conversation that leaves room for the client.
- These updates are a starting point for further engagement – with relevance to the specific client and their challenges and opportunities.
- Industry updates are the platform for your unique competitive advantage to emerge
The ROI of thought leadership
Key benefits of thought leadership
- Stay front of mind – You’re popping up weekly as relevant challenges/opportunities emerge
- Drive inbound engagement – clients will look to you for insight and interpretation of latest trends
- Build trust – constant contact strengthens the client relationship
- Clearly position competitive strengths – reinforces USP on a weekly basis
Who should use thought leadership as a marketing strategy?
How thought leadership drives returns
Expert focused content marketing (Also known as “CEO blogging” or “thought leadership marketing”) makes sense for:
- Companies who have a high gross margin sale with a significant requirement for customer education
- An average pricepoint greater than $1000.
Expert focused content marketing earns returns by building front-of-mind market awareness of you as the preferred provider in your sector. So when a prospect is ready to buy, you’re their number one choice. As a result, products sold on impulse or at a relatively low pricepoint are less effective candidates for thought leadership marketing.
Typical industry sectors where expert focused content marketing is highly effective include finance/wealth, education, management consulting and technology.
In addition, there are specific use cases where expert content can make sense outside of these sectors, such as:
- An individual executive looking to build profile to secure board roles
- As part of an employer brand campaign for recruitment.