Have you heard the term thought leadership tossed around and don’t feel it applies to you?
Often, exceptional industry experts don’t recognize their potential to inform and inspire the masses by sharing their voice. As a thought leader, you can share insightful content focused on niche industry topics to inspire innovation and progress. If you’re still hesitant about trying thought leadership, let us reassure you that it’s most definitely worth exploring.
Is thought leadership for me?
We commonly face clients who are potential thought leaders but uncertain about whether it’s worth producing their own content. They will focus all their attention and marketing efforts on their business, not realizing that thought leadership is one of the most powerful and worthy marketing approaches out there.
Understandably, taking the leap of faith to promote your professional brand can be a little nerve-wracking. However, you already have the ambition and courage to lead a business or corporation. Those qualities are what you need to be a thought leader. It’s time to turn the spotlight toward your own platform. Remember, thought leadership is not just meant to benefit you, but your business, too. It’s an ultimate win-win situation.
Will people want to hear what I say as a thought leader?
According to a poll conducted by Forrester, out of all content marketing shared by a business, thought leadership materials are the most impactful. People are naturally inclined to seek humanity behind the businesses around them. While using humanistic wording in your marketing helps, revealing the face behind the curtain will give your business an edge over others.
Your thought leadership will be valuable to people who care about your industry. You could access a broad audience beyond your company following as you share your expertise about the field. For example, if you run a tech startup, your content should discuss new trends, industry changes, or successful strategies that people want to learn. You’re focusing beyond your company products and services and starting a conversation about niche happenings and concepts that your target audience will care about.
Will my thought leadership seem salesy?
No. The goal of thought leadership content is to demonstrate your passion for the industry and build credibility around your business. You’ll achieve this by sharing your expertise, not promoting your products and services.
As an executive, you’ve acquired a whole catalogue of knowledge and experiences that people will want to know. Your quality content is meant to educate your followers about something important to them. With niche industry coverage, you could engage your consumers, professional network, and your employees all at once. You’ll position yourself as an authority in your field, which will make people trust the products and services that your company offers.
That’s why thought leadership is considered passive marketing, as you share stories and information while subtly demonstrating to readers that they should support your business. By speaking on a personal level rather than gimmicky sales talk, you can connect with your audience and earn their trust in your brand as an industry leader.
What if I run out of things to say?
When sharing thought leadership content, you should commit to your niche market. However, the options for your subject matter are endless. When you see something happening locally, nationally, or around the world that impacts your industry, consider your personal outlook and share it. Choose from informational content to opinion pieces (keep it neutral and non-controversial if you do). Share success stories from your business, inform your followers of roadblocks you’ve experienced in your past and how you overcame them. The beauty of thought leadership is that it’s about sharing your personal voice.
As our Director of Content Marketing and Strategy, Don Power, claims, “Thought leadership is like singing. The goal is to find your pitch and genre so you can show off what you do best.” You have a unique talent as an industry leader, so use that to your advantage. Focus on your genre, offer a consistent pitch to provide strong thought leadership materials that your audience will look forward to reading on a regular basis.
Some other content ideas for your thought leadership include:
- Projecting company updates
- Sharing advice for future leaders
- Showing your support for other industry leaders
- Highlighting innovations in your field
- Educating your followers about niche topics
What if I don’t have time to try thought leadership?
At Article-Writing.co, we understand that you have a lot on your plate as an executive. You have plenty of responsibilities, so it could be challenging to find the time to write daily social media posts, well-researched blogs, or guest posts. On top of that, we understand that writing may not be your thing. We don’t want that to stop you from amplifying your voice so you can earn a broader audience, strengthen your network, build brand awareness for your business, and consequently earn more revenue. There are so many benefits available at your fingertips, and not having the time or being a pro writer shouldn’t stop you from having access to them.
That’s why we offer the Thought Leadership Package. Our team of strategists will conduct meetings to learn your voice and your unique angle as an industry leader. We’ll then produce high-quality, engaging content that will build clout and help you be everywhere. Consider us your producers who will take your talents, shape them, and enhance them through content marketing.
Feeling more confident in becoming a thought leader? Contact us today or learn more about our Thought Leadership Package here.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.