What’s thought leadership? How do you become a thought leader? And why would you want to?
The reality is, traditional advertising is no longer effective. In the modern era, it’s both easy and possible to block out virtually every form of marketing. We change the channel, press the mute button, fast forward, turn the page, skip the ad, are dismissive of the message.
When marketing services, such as legal, accounting, engineering, managing consulting, thought leadership is one way – a highly effective way – to build brand, reputation, credibility and trust.
It is also especially suited to B2B marketing owing to there being multiple buyers and influencers, and the decision-making process is both complex and lengthy.
So what’s the difference being an expert and being a thought leader?
Expertise is more or less what white-collar professionals claim to have after accruing a certain number of years in their chosen profession.
Thought leadership is being willing and able to provide authoritative commentary and opinion about what has taken place, what is taking place, and what may take place in our industry or profession. It requires forward thinking, passion, courage and generosity. This is why only a small proportion of experts will go on to become thought leaders.
Thought Leadership means you provide the best and deepest answers, to your customers’ biggest questions, in the formats your audience likes to consume.
The central premise of thought leadership is to provide real value, not self-promote.
Our Thought Leadership Expertise
We can help you to:
- identify the potential thought leaders in your business
- coach and counsel your thought leaders about their role and purpose
- identify when a thought leadership approach might be called for
- monitor issues and ‘conversations’ about which your thought leaders might contribute
- select the most suitable formats and channels to reach your target audience
- amplify your thought leadership via your owned assets (your website, blog and social accounts), and via earned and paid media.