Thought Leadership Matters Now More Than Ever — How to Build It With Content Marketing

Thought Leadership Matters Now More Than Ever — How to Build It With Content Marketing

The year 2016 was considered the “Year of Thought Leadership-Driven Content Marketing”.

It is now 2018, and yet this innovative approach continues to be a powerful force in the field of digital marketing.

But what, exactly, is thought leadership-driven content marketing?

It is a marketing strategy which focuses on using your and your team’s expertise and experience to address or answer any questions or concerns your customers and target audience may have in a way that they will find useful and valuable.

Website content writers say that although thought leadership and content marketing are two different concepts which can stand on their own, when combined, they generate a potent force that can increase brand awareness and a demand for a business’s products or services.

Any content that effectively blends thought leadership and content marketing can quickly become the most trusted and go-to source for people on the lookout for useful and valuable information as well.

Integrating Thought Leadership into Your Content Marketing Strategy

If you want to start showcasing your thought leadership potential through content marketing, here are seven ways that will help you achieve this goal:

  • Set your objectives

The first and most important part of creating any content marketing strategy is to identify your goals.

Be as specific as you can with creating your list of goals. These should include:

  • Improving lead generation
  • Increasing website visitors and subscribers
  • Improving sales

By setting these goals, you will know the content topics and formats you should be creating. Your strategy will also be more focused and it will be easier to link it to bottom-line metrics and ROI.

  • Know your audience

Being an expert in your niche and knowing the ins and outs of your products or services will give you a leg up in creating content that will answer the questions and concerns of your target audience.

However, even if you have produced useful content, if you did not create it with your audience in mind, there is a high chance that no one will read it.

As such, when drafting thought leadership-driven content, you need to know who your audience is. Find out what makes them tick, their needs, wants, and interests. In addition, learn what their usual problems and challenges are.

Knowing your audience also means finding out where they go to for information and how they consume it. Lastly, you need to have an idea of who influences your audience’s decision to buy or take action.

By knowing these important points, you can create content that speaks to and resonates with your target audience.

  • Create unique content

There is nothing wrong with getting ideas from your competitors for your next content or content marketing strategy, especially if they have been quite successful. However, as a thought leader, you have to stand out. And this means being authentic in the truest sense of the word.

When you copy your competitors, you will not be able to establish your position at the top of your industry. If you think that taking a page from your competitors’ books is the only option, the best thing to do is to take their ideas but rework them into your own brand message.

By doing so, you will be able to catch up with the competition. And with the unique insights you offer, you will have a better chance of overtaking them as the leading brand.

  • Provide value

When creating content that makes you stand out as a thought leader, you have to provide real solutions to real problems. You have to share answers that your target audience can actually use and will find valuable.

In addition, it is worth remembering that thought leadership-driven content is never meant to be a sales piece. It should be something that is informative and insightful.

Keep in mind that consumers are now smarter; they don’t only buy products or invest in services now.  They buy into ideas and solutions from like-minded people and brands, and this is something that you should capitalize on when creating content.

  • Work on creating the perfect content

Making sure your content has all the key components to make it a winning piece. This should include:

  • A title that is relevant and accurately reflects the content
  • Compelling headline
  • Using numbers and statistics to tell a story
  • A high level of shareability

In addition, avoid using jargon, clichés, fillers, and extremely technical terms in any content. Although these terms and phrases may help you sound more like an expert, it is highly likely that the majority of your target audience does not know them.

If you want to get the full attention of all online readers and website visitors, ensure your content is accurate, direct to the point, and free from jargon.

  • Be active on social media

Remember that all thought leaders are active on social media. Once you have published your content, use social media to promote it.

This is a crucial step in ensuring more people come across your content. And with more people reading, liking, and recommending your content, you will get a leg up in establishing your position as a thought leader.

But whether or not you have recently published new content, it is important that you stay active on social media.

This is because this platform has been proven to be an effective avenue for thought leadership since it is considered a personal platform for communication. Through the different social media sites, the gap between businesses, their customers and prospective customers are closed.

And to be a regarded as a thought leader on social media, make sure to be always helpful and to provide valuable insights.

  • Be consistent

Finally, to be an established thought leader through content marketing, you have to be consistent with creating, publishing, and promoting content.

To do this, you need to create and follow a production cycle.

Map out your topics, assign responsibilities if you are asking your team for support, and set deadlines. Next, publish your content and promote it. And as already mentioned, maintain a constant, active presence in social media.

Don’t forget to carry out A/B testing for your marketing strategy regularly as well. You have to test formats, days, and best times for publishing and promotion to maximize your exposure.

Implementing a thought leadership-driven content marketing campaign means providing useful and valuable content that embodies the best solutions for consumers’ pain points and concerns.

When you consistently do this, your strategy will cement your reputation as a thought leader in your industry.

Author: Hisham Wyne

Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s expe­rience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analyt­ical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.


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