When it comes to content strategy, you want to rise above the noise and avoid the too-trendy, the buzzword-status topics and strategies, right? We get it, and we applaud you for your instincts. BUT, if you’re not thinking about thought leadership, you need to be. “Thought leader” may be a buzzword (little more than business jargon by some accounts), but all it really means to be a thought leader is demonstrating your expertise in a particular field, area, or topic.
Thought leadership content, by extension, is content that showcases your knowledge and unique perspective with the goal of engaging and educating your target audience. Consider thought leadership a component of your content marketing strategy. It’s content that answers your audience’s burning questions and includes original insight that aligns with your expertise.
Done right, thought leadership can really help your business.
If you’re answering your target audience’s most burning questions in an in-depth, relevant, engaging way, you’re going to become a go-to source for them. This is especially true if you’re offering thought leadership content for free (which we highly recommend doing). According to a 2020 survey by Edelman on the impact of thought leadership in the B2B realm, 54 percent of decision makers purchased a new product or service they had not previously considered buying after engaging with a piece of thought leadership content from the product or service provider.
Thought leadership content also builds your brand’s credibility—more so than other, more traditional ways of doing so. For instance, 64 percent of buyers in the Edelman study said an organization’s thought leadership content is a more trustworthy basis for assessing its capabilities and competency than its marketing materials and product sheets. If you can let go of the knee-jerk reaction to promote yourself, your thought leadership content will do the work for you. It’ll connect, inform, and leave a lasting impression that’ll bring your audience back for more.
For more content hacks, download our FREE 30 Thought Leadership Hooks that you can use right now to create scroll-stopping content!