Do you want to get your brand’s name out there, create an engaged audience, generate social buzz and get more leads? It all starts with thought leadership.
Thought leadership involves educating your audience and positioning yourself as an expert in your field. It’s about providing valuable content that actually benefits people instead of existing just to tout your products and services.
In short, thought leadership is constantly creating and/or sharing solid, well-researched content in a variety of ways. The goal: To ensure your business is top of mind when a customer is ready to make a purchase.
Why Thought Leadership Matters
In an economy where people practically need a second job to pay for the gas to get to their first job (kidding…kind of), it’s no surprise that everyone is looking for the biggest bang for their buck. They don’t want just any product or service — they want the best.
Thought leadership allows you to position yourself as “the best”, because when people do their research on your business, they’re not just going to see what you have to sell — they’re going to see the value that you offer, as well as internal and external proof that you know what you’re talking about.
And that makes it a whole lot easier to convince them to part with those hard-earned dollars.
4 Tips on Incorporating Thought Leadership Into Your Marketing Strategy
Provide Valuable Content
Note that we didn’t say “run of the mill” content. People can find that anywhere. If you want to succeed in thought leadership, you have to dig deep and give up the goods.
Sometimes this means that you’re (metaphorically) teaching someone to fish for themselves instead of talking them into buying the fish that you’re selling. And that’s OK. Even though it might not lead to a sale today, the next time they want a different type of fish (or simply don’t feel like baiting their hook), they’re going to come to you.
Show Up on Social Media
Social media is a great way to incorporate thought leadership because your audience is already there.
Is someone asking a question you can answer? Drop a link to your video on the subject, direct them to a relevant blog post, or have a good ol’ back-and-forth conversation about it.
Industry-specific forums and message boards are always a good place to connect with potential customers. If they’re there, it’s because they’re looking for the type of help you can offer!
Use a Variety of Content Mediums
Thought leadership is more than just having a blog. If you want to do it well, you need to create many different types of content, from mainstream how-to articles and YouTube videos to in-depth case studies and white papers to webinars, live events, and even conference and trade show appearances.
That being said, don’t spread yourself too thin. If you can’t put the required amount of time, effort, and research into a certain type of content development, scratch it from the playbook (for the moment, at least).
Remember what Momma always said: “If you can’t do something right, don’t do it at all.”
Look for External Placement Opportunities
You can say whatever you want about your business on your own platforms. Feel free to shout your own praises, toot your own horns and tell the world how awesome you are.
But that doesn’t mean people will believe you.
Getting your thought leadership pieces on other people’s platforms, however, lends you quite a bit of credence. That’s because people will see it as an indirect recommendation of your brand. After all, why would another business risk their own reputation by allowing content that was anything less than amazing?
Don’t just stick with online opportunities, either. Seek out publication in industry-specific journals, trade mags or anywhere else that makes sense!
Thinking About Thought Leadership?
Thought leadership helps you net more customers, increase your brand recognition, set yourself up as a leading authority, and showcase the value you offer. It’s time to give it a whirl!
Not quite sure how to share your business thoughts with the world? Mischa Communications can help. Don’t “think” about it — just click!