One of the best ways to boost credibility, visibility and name recognition is through thought leadership. A thought leader is an expert who shares valuable insights and strong points of view in ways that influence others. To answer the most burning questions of their target audiences, thought leaders tap into their talent, passion and experience.
Thought Leadership
Thought leadership is a proactive, ongoing practice of innovative thinking and exploration that goes beyond where others have tread. A thought leader affects the current and future direction of business and society by looking at the world differently. They use visionary skills to predict and address changes in the marketplace. Thought leadership as a practice, however, requires much more than just thinking innovatively. It takes commitment, effort, powerful communication skills, insightfulness and even a willingness to share unpopular or controversial opinions.
Research shows that most people believe brands are equally as capable of demonstrating thought leadership as individuals are. As a result of their recognition in their industries, thought leaders, whether individuals or organizations, are positioned as reliable authorities who have valuable business acumen benefiting their audiences.
Thought Leader Best Practices
There is no roadmap to achieving thought leadership status in your field. Here are three best practices that every thought leader must commit to for success.
- Thought leaders know their audience and address their needs and challenges thoroughly and consistently.
Six out of 10 buyers say that thought leadership is important in making a purchase decision. Thought leadership should demonstrate that an organization genuinely understands or can solve specific business challenges. To provide solutions and value, put yourself in the position of your client or prospect to pinpoint their needs, problems and challenges. This can involve widespread research of other resources, but more importantly, carefully look at your existing customer base and connections.
Loyal customers and past projects can provide insight into who your solutions impact the most. Use surveys, reviews and customer experience data to find out what matters most and what insights could transform their companies. Don’t forget to tap into current or future partners, investors, employees and other stakeholders who carry vital insights about customer values. Collect and evaluate widespread data across these connections alongside market research to identify key segments and develop audience personas based on who they are, what they need and how to tailor your message to your ideal customer.
- Thought leaders develop and document a plan that is aligned with their overall business strategy.
It’s a huge mistake not to document your thought leadership plan. Yet, a shocking 50 percent of businesses do not have a written strategy in place. An effective plan directs thought leadership investments, identifies tactics and determines how success will be measured. Develop a detailed, written plan that defines brand positioning, target audiences, customer pain points and critical organizational goals. Balance goals in tandem with tactics to deliver thought leadership that engages audiences and makes an impact. In addition to aligning objectives across sales and marketing, a plan helps stakeholders focus on the desired outcomes, ensures buy-in and supports the allotment of necessary resources.
Use existing market research and company data to develop a thought leadership strategy that articulates the organization’s point of view and corporate differential. This requires cross-departmental input from stakeholders to identify topics and themes that address customer needs and fulfill strategic marketing and sales functions. A complete plan identifies topics, responsible parties, possible channels, timelines and metrics to evaluate progress and success.
- A thought leader develops and distributes targeted content that supports strategy.
Today’s thought leaders use print and digital channels to communicate with their audiences. Strategic thought leadership content includes a carefully developed portfolio with targeted assets delivered through various sales, marketing and media channels. These assets may include owned media, such as blogs, books, white papers, infographics, videos or webinars. Earned media opportunities offer further exposure and credibility through other known media channels and may include bylined articles, speaking engagements, podcasts and interviews, or customer success stories and reviews.
Begin by conducting a content audit of existing materials to determine what assets may need refreshing and if there are information gaps that need to be filled. Focus on quality over quantity and leverage original research or existing industry data and trends to ensure value. Consistency is key to keeping messaging relevant and visible. Constantly seek new insights and develop a plan to repurpose content to extend its life and engage multiple audiences through various marketing channels.
Thought Leadership Is More than Content
Thought leadership is essential to help individuals and businesses stand out from the crowd in an increasingly competitive marketplace. But remember, thought leaders aren’t just content creators: they’re innovative thinkers who proactively seek to advance their industry. When experts and companies embrace thought leadership as a strategy for growth, they encourage customers to reevaluate their expectations, push the status quo, and develop long-term, meaningful relationships that generate shared growth.
