Becoming a thought leader as a company will not only put you as a pioneer in your industry but also bring a large number of benefits for your brand. But to be able to do this, one needs to understand what thought leadership is in marketing and the ways your company can achieve this status.
What is Thought Leadership in Marketing?
Thought Leadership marketing is being able to position your company as a leader in its field by using the best available content. You can become a thought leader by publishing articles, videos, research, or any other form of content that is original to your brand which potential clients and members of your industry can use and creating associations with your brand. Your company will be considered to have deep knowledge and authority in your industry. Your company should be the first thing that comes to mind when it comes to hiring a company.
The ROI that comes with being a thought leader is remarkable. It can be considered to be potentially higher than any other online marketing activity. This is due to the fact that by becoming a thought leader, the entire perception that people have of your company changes and the customers get the impression that your company is the best in its industry. Businesses with a strong thought leadership presence are the obvious choice which is why they get more sales leads and can even charge higher rates to their customers.
What are the Main Benefits of Thought Leadership Marketing?
Growing revenues is considered to be the main benefit of thought leadership marketing, but there are also several other major advantages, such as:
Attracting New Talent
People with a lot of skill and talent usually gravitate toward organizations who have ideas that are well-known and respected. When potential employees consider a company to be the best in its domain, they become a lot more invested in working there.
Gaining More Exposure
When the content you put on your website is interesting, even journalists take notice and perceive the author of that content as an expert in the field. Companies with websites that produce thought leadership content get more press attention due to their authority.
Receiving More Opportunities for Business Development
There is a lot of interest generated from potential partners when you are a thought leader. This will help you grow your company. The best kind of business development is the kind that your company should not have to seek, but the one that comes to you because of your authoritative presence.
Increased Engagement Opportunities
Your company, once it is considered a thought leader, can land roles where representatives are called to speak at conferences and private events. This is because the company is known for its ideas and they get coveted keynote invitations.
Boost Brand Value
The trust your company gains by being a thought leader will eventually help to boost brand value. This is because your company is now considered an authoritative figure in the industry and one that knows its business, customers needs, and the industry well.
Optimize Marketing Budgets
Thought leadership marketing can help you optimize your marketing budgets to help you build your brand. It can help you reduce your traditional marketing expenses because thought leadership in itself is a way to promote your brand to a wider audience in a cost-effective manner.
How to Get Started with Thought Leadership Marketing
After considering all the benefits of thought leadership, it is obvious that you want your company to be a thought leader in its industry as well. Below mentioned are a few ways you can begin the process:
Create a Strategy for Content
The first step in having an effective thought leadership marketing strategy is to create a content strategy. There should be a clear plan of the content that will be published online. The timing and frequency of the content being published is also another important factor, along with the channels you will be publishing your content on.
Build a Marketing Team
If you feel like you are not in the position to be able to manage your thought leadership campaign yourself, select a capable team within your company that will be able to execute your plans effectively. The team can consist of marketing experts or even other employees that possess the skills and the passion required for the position. You can also hire a team of expert content writers and post various articles they write on your blog or website.
Include Influencers as a Part of Your Marketing Plan
It is also possible to leverage influencers within your industry so as to gain more credibility as a thought leader. You can collaborate with relevant influencers to do so. You can ask the influencers to promote your brand on their websites, blogs and social media, or you could write guest posts on their platform. This will quicken the process and build your reputation faster.
How to Establish Your Brand as a Thought Leader in the Industry
Here are some ways you can establish your brand as a thought leader in your industry:
Build Your Reputation
The very first step that goes into becoming a thought leader is building your reputation among peers in your respective industries. This can take place by sharing your ideas and experiences with your peers, helping them whenever needed even if they are your competitors. This can help in building trust, especially when you are authentic and genuine in your efforts.
Become a pioneer in your industry and innovate. It could be anything, from the processes you use, to the products or services you offer, or even the way you set up your organization. When you are an innovator, you create credibility for your actions.
Create Research Papers
Produce high-quality research papers or white papers which are a part of your industry. The papers should provide new insights which will assist your peers, competitors as well as your customers.
Write Blogs Posts
Keep your blog updated regularly. The content that goes on your blog should be valuable to the reader. This is done by writing about topics which are relevant to your industry which are currently in trend. Make sure your facts are in place and that you have trusted sources for all your claims. This will help you increase the influence you have based on your insights on these posts.
Get Active on Social Media
Keep your brand active on social media and increase your presence and following to increase your credibility to your thought leadership. Post your ideas and engage with the audiences on various social media platforms. Through this, you can create a community of followers. You can also join different communities and lend valuable insights on various issues related to your industry. Social media is a great platform to showcase your authority on any subject matter and build brand awareness.
Create Videos and Podcasts
Visual content is all the rage these days. You can build your brand awareness by creating valuable video content and publishing it on your website. You can use your expertise to solve various problems that your viewers might face. If not videos, you can use podcasts to share your ideas and insights to help influence your audience. Include relevant and useful content.
Attend and Host Events
Use public events to share your thoughts. Be authentic at these events when you discuss because they provide a lot of scope to build connections. Publish press releases about these events as well so that your audience can read them. Another option is to host your events where you can invite your peers and other thought leaders and hold discussions where everyone can share their insights with your audience. You can broadcast these events online to widen your reach.
Support Social Causes
You can improve your chances of becoming a thought leader by supporting various social causes, which will help you earn the respect of millions. This can make people perceive your brand more favorably. You can do this by allocating funds towards corporate social responsibility and using media to publicize this. It will portray the values of your company.
Write a Book
By writing a book in your field of expertise, you can gain a lot of attention because a book just highlights your expertise in your niche and makes your ideas and views automatically more trustworthy.