Thoughtful Thought Leadership

In today's fast-paced B2B landscape, establishing thought leadership is vital for standing out.  

According to Edelman’s Thought Leadership Impact Report, nearly three-quarters of decision-makers say that an organisation’s thought leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.  

Edelman also tells us that thought leadership exerts a strong influence on sales and pricing.  

9 out of 10 C-Suite executives and decision makers stated they are likely to be more receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership.  

So if you aren’t already leveraging thought leadership as part of your wider comms strategy, then it’s time to start doing so.  

Becoming a thought leader

One does not become a thought leader overnight.  

Being a thought leader is the sum total of your knowledge and experience. It’s something that comes with time and concerted effort.  

Honing In  

The journey to becoming a thought leader involves establishing and clearly defining your area of expertise. One can of course be an expert in multiple fields, but in the world of digital PR, too much isn’t necessarily a good thing.  

If you hone in on one or two specialist topics, it’s easier for stakeholders to understand what you specialise in, and for journalists to know who to come to when they need insight from a subject matter expert. 

It’s better to focus on a few topics rather than trying to cast your net too far and wide and ultimately diluting your authority and experience. 

Aligning Thought Leadership & Business Goals  

How, and where, can your thought leadership assist your broader business goals. 

As we mentioned, Edelman’s latest data shows us that thought leadership has tremendous sway when it comes to purchasing and procurement.  

In this sense, it’s important to think strategically with your thought leadership and consider where leadership can be leveraged for the most effect.  

For example, if you own a construction firm that specialises in environmentally friendly builds, then commenting on news about the ecological impact of building projects can help reinforce your brand value.  Expert commentary on these topics reinforces your authority. 

From a comms perspective, the most effective way to reinforce thought leadership and brand awareness is through a combination of earned, shared and owned media.   

Thought Leader Tactics  

When it comes to distributing thought leadership to the wider world, you can do a lot more than just posting on your own LinkedIn. 

The trifecta of owned, shared and earned media comes into play here. 

Owned media brings content strategies into play. Creating all manner of written and visual content which serves to answer critical questions and build your thought leader platform. 

This content can then be activated across your shared channels, which would be your social media platforms. You can also activate content via shared channels, such as Linkedin Posts or longer form blogs native to Linkedin.  

On platforms such as Linkedin, it also pays to dip into other discussions. Don’t just keep your thoughts to your own page, if you have something valuable to add to a comment thread, then do so. 

You can also respond to Collaborative Articles, where your input would be included alongside other thought leaders. 

Moving into the final element, earned media. This is where thought leader value can be boosted hugely. This involves the active pitching of your knowledge and experience to key relevant media.  

Media mentions can be incredibly powerful for reputation building, as they come with a third-party association which serves to enhance your knowledge and authority, more so than simply owned and shared media. 

The Importance of Authenticity  

Authenticity is key in thought leadership, it’s the foundation of credibility, trust and meaningful connections with your audience. Here’s why authenticity matters: 

Authentic thought leaders can build a foundation of trust with their audience. By being real and transparent about their experiences, including the good and the bad, thought leaders create a sense of relatability that resonates with their followers. This transparency kills scepticism and doubt and allows for deeper engagement and stronger relationships. 

In a sea of ideas, authenticity is what sets thought leaders apart from the rest. By sharing their point of view, their story and their original thinking, authentic thought leaders are giving their audience something of real value and uniqueness. That’s what makes them stand out and have a lasting impact. 

But avoid the pitfalls  

Real thought leaders are more approachable and engage positively with their tribe. By being open about their weaknesses and struggles they create opportunities for real connections and deeper understanding with their audience. This kind of engagement leads to more meaningful collaborations and a more loyal following. 

While being authentic, thought leaders need to be aware of the habits that can undermine their efforts. Being too focused on being “good” or seeking approval can come across as self-obsessed. Instead, authentic thought leaders should be helpful and put their audience first. 

In summary  

To be a thought leader you need to add value through content. It takes a lot of time and effort to become the voice in any industry but the payoff is a brand you can inspire people and help them solve their biggest questions in your area of expertise. 

In times of uncertainty being able to influence your industry leaders and customers through thought leadership content is part of your long-term marketing plan 

Authenticity is the foundation of thought leadership. Be yourself, share the real you and be consistent and transparent. 

Business value reputation as an expert in this particular niche area can give actionable insight. On the other hand, commenting on a news item about supply chain issues in the construction trade would be less relevant.