Key Takeaways:
- What it takes to become a thought leader
- Why thought leadership should matter in marketing
- Strategies to boost your effectiveness as a thought leader
Thought Leadership.
The term has become a buzzword in recent years, favored by marketers and scorned by others who associate the term with yet more annoying business jargon.
Whatever you think of the term, know this: thought leaders aren’t going anywhere. But if you want to rise above the noise to make sure your unique voice is heard, you’ll need a solid digital marketing strategy to succeed.
Are you a thought leader?
Western Governors University (WGU) has a simple definition of thought leadership: it is “the expression of ideas that demonstrate you have expertise in a particular field, area, or topic.”
Whether you’re a seasoned consultant, an influencer working on the front lines in your field, or a bit of both…you know that thought leaders are more than just “experts” in their subject area.
See if any of these characteristics of thought leaders sound familiar:
- For you, it’s more than having expertise in your field. You LIVE
- Your subject area is your passion, it’s what drives you.
- You enjoy sharing your knowledge to benefit others.
- Innovation, originality & inspiration? That’s what you’re about.
- If you had a motto, it might be “Dare to think deeply different!”
In other words, people look to you for advice because they place a high value on what you have to say.
Why Thought Leadership Matters Today
You probably know that the best thought leaders strike a balance between their unique niche – and leveraging the power of digital content marketing to get their voice heard.
It’s that delicate balance that is crucial to becoming a successful thought leader, because effective use of content marketing can greatly boost your reputation as an authority – and ultimately, the influence & following you establish.
It’s well worth your time to develop (and deploy) a content marketing strategy.
Why? Consumption of thought leadership is ever on the increase.
Consider these stats from the 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study:
- 55% of decision-makers say they use thought leadership as a key means to vet business.
- 58% reported that they chose a business because of their thought leadership.
- 61% are willing to pay more for a product or service based on thought leadership.
Edelman’s website sums it all up: “Through our research, we found that not only does thought leadership content influence the majority of buyers, but it also can help brands win, retain and even grow customer business.”
2022: The Year of the Thought Leader
“If last year was about responding to an unprecedented shock, this year is about recovering and, for those best positioned, thriving in this customer-centric world.”
This powerful insight comes from Deloitte’s 2022 Global Marketing Trends – giving us a glimpse into what the world is focused on this year.
2022 could be your year to bring your unique perspectives to the eyes and ears of a target audience who wants to hear what you have to say. As our world shifts into recovery mode, they’re looking for innovative insights and expertise to move forward.
Thought leadership is a perfect fit for a world focused on getting back to business. But as the old saying goes, “If it were that easy, everyone would be doing it…”
One caveat is a massive influx of content marketing that has become a hallmark of the COVID era. What does this mean for you? For one, it may be more challenging than ever to stand out in all that noise to effectively connect with your customers and business prospects.
Smart Strategies to Boost Your Effectiveness as a Thought Leader
Successful thought leaders know how to use content marketing to get their voice heard – but they also understand the value of embracing a whole strategy to stand out from the crowd. Here are some highlights of a wholistic thought leadership strategy, courtesy of WGU:
Get (very) clear on your specific niche. It’s hard to establish a credible reputation if you lack clarity on your area of expertise.- Focus on a few key topics instead of many different ones. Think about streamlining your efforts – not scattering them.
- Stay up to date. This would seem like a given, but it can’t be stressed enough because it can also inspire new ideas for you.
- Listen loudly. The value your audience places in your opinions makes you a thought leader – so listen to them to expand your insights.
- Get out of your head. Remember to speak to the needs of your audience. Focus less about you and what you’re offering – & more about them and what they need.
Stay tuned for our next post, where we’ll share key attributes audiences are looking for – and how you can leverage your unique brand to connect with your people through successful content marketing strategies.
You’re the expert in your field. We’re the experts in ours. If you needed help yesterday & you’re ready for practical help that gets results, setup a time to chat. We blend cutting edge technology with savvy marketing techniques to help you shine.
