There’s one cardinal sin when it comes to thought leadership: self-promotional content. In fact, it’s often the first guideline marketers will hear when talking with editors, event planners and podcast hosts. Self-promotion is for marketing assets and advertising, not for thought leadership.

That said, every company and thought leader wants to promote their brand to new audiences. Self-promotional content has its place. In fact, it is a key part of a successful marketing strategy if done correctly. That’s why it’s essential to understand the difference between thought leadership and self-promotion as well as best practices for sharing both types of content.

Opportunities for Self-Promotion

It’s natural for individuals and companies to seek editorial articles or profile pieces that showcase exactly who they are and the value they provide. Many list Forbes, Entrepreneur, HBR and other widely circulated publications as top priorities. The fact is, these types of publications publish content that is newsworthy, including trend pieces and research findings. They do not run self-promotional pieces about your company and services. To avoid barking up the wrong tree, here are platforms where self-promotion is acceptable.

• Website content. Your website is the first place to start when it comes to shamelessly promoting your business. This is where prospects and clients should be able to find all the details they need about your company’s vision and mission, history, expertise, frequently asked questions, and products and services. Not every web page needs to be self-promotional, but strategically showcasing successes and examples of your work is a website must. Develop thorough service and product descriptions that focus on benefits, not features. When possible, incorporate other voices via testimonials that illustrate what your company can accomplish. Position vital company information where prospects can find it, but always strive for a customer-centric user experience.

• Sponsored content. This type of coverage is paid for by a company and distributed by another reputable source, such as a publisher, another brand or thought leader. Sponsored content can be a video, article or social media post, but typically shines a spotlight on your company, what you accomplish with clients and how.

• Native advertising. This type of self-promotional content is designed to look like it naturally belongs on the media format in which it appears. Native ads are most often seen in social media feeds or as recommended content on a web page. Unlike display or banner ads, they look like the other editorial content on the page. The words “suggested post,” “recommended for you” or “promoted stories” often indicate native advertising. Native ads tend to be more self-promotional than other non-paid content. They can help your company stand out among other advertisements. In fact, native ads are 27 percent more trusted than social ads and earn 20-60 percent higher engagement rates than display or banner ads. 

• Marketing assets. Product brochures, press kits, sales sheets and bios are all examples of places where it’s acceptable to toot your own horn. Remember to use these mediums late in the sales funnel only after you’ve already built trust and demonstrated your value to your prospect.

Where to Avoid Self-Promotion

When developing a content marketing strategy, consider the 80/20 rule. Approximately 80 percent of your content should be thought leadership content that provides value to your audiences. No more than 20 percent should be self-promotional. Types of materials that provide value and demonstrate thought leadership include:

• Editorial content. Bylined articles in online media and trade magazines are excellent for increasing visibility, boosting credibility and demonstrating thought leadership in your marketplace. To be accepted and published, your articles should provide vital information without mentioning your brand and its products or services.

• White papers. A white paper is an in-depth report about a specific topic. It educates readers and provides real-world solutions to challenges. White papers are often technical and statistical in nature and may include charts, graphs, tables and other visual elements. They are an excellent medium for expressing thought leadership and demonstrating your organization’s expertise.

• Ebooks. An ebook explores a topic in length and can range from 20 to 200 pages. Think of an ebook as a wide-angle lens and a white paper as a microscope. There are user-friendly tools that allow marketers to create and publish their own ebooks without incurring the time and cost involved with traditional print publishing. Ebooks are another medium for establishing credibility and providing value to readers.

Value-driven content positions your expertise front and center and aims to solve the challenges your prospects and customers face. It focuses on customer-centric solutions, benefits and outcomes, and establishes your company as a trusted source.

Strut Your Stuff Without Selling Out

Content is what enables your company to be found online. It’s what your potential customers are looking for to make informed purchase decisions. Remember your prospects don’t have the time (or desire) to read content that doesn’t answer their most pertinent questions. The bitter truth is that they don’t really care about the features of your product or service, they don’t care about your new vice president, and they don’t care about your new office opening. But, when you craft powerful content that proves your expertise through shared knowledge, it will provide the value needed to build trust and move prospects through the sales funnel.

When it comes to standing out in any marketplace, every company needs to strike the balance between successfully demonstrating your company’s expertise and boasting about it. When you focus on customer-centric, rather than self-promotional, content you will create a corporate differential that drives success.