In a survey, it was found that 66% of decision-makers noted a surge in thought leadership content spurred by the pandemic.
Today, the term “thought leadership” has become ubiquitous within the industry, signaling a strategic shift towards content that aims to inform, educate, and position brands as experts in their field.
If you’re considering integrating thought leadership into your content marketing strategy, rest assured that it’s not too late.
In this guide, we’ll delve into what constitutes effective thought leadership, when it’s most beneficial to utilize it, and how to craft compelling thought leadership content. Additionally, we’ll provide examples to inspire and guide you along the way.
What Exactly is Thought Leadership Content?
Thought leadership content encompasses unique opinion pieces or viewpoints created by subject matter experts.
Unlike typical search engine optimized (SEO) content, the primary goal of thought leadership content is not to promote the brand, sell to readers, or cater to search engines.
Instead, it aims to provide valuable information that informs, challenges, and engages the audience on a deeper level.
Effective thought leadership content should accomplish two key objectives:
Taking a stand: Thought leadership thrives on presenting valuable opinions. According to SurveyMonkey’s Thought Leadership Report, 64% of respondents expect thought leadership content to challenge their perspectives.
By sharing personal stories or unique viewpoints, thought leadership content demonstrates a willingness to stand by one’s values, thereby fostering authenticity and credibility.
Serving the audience: Unlike traditional marketing content, thought leadership content aims to empower the audience emotionally as well as intellectually.
Rooted in personal experience and expertise, it forges genuine connections and encourages forward thinking.
Thought leadership content is well-suited for various business objectives, including:
- Building trust and credibility: Thought leadership content plays a crucial role in establishing brand credibility and fostering trust with the audience. Recognized for its expertise and authenticity, such content resonates with industry peers and audiences alike, laying a solid foundation for long-term brand loyalty and recognition.
- Connecting with the audience: Humanizing the brand through thought leadership content, particularly when authored by recognizable figures within the organization, facilitates stronger connections with the audience. By showcasing the expertise and insights of key team members, companies can position themselves as trusted advisors capable of addressing customer pain points and providing valuable solutions.
- Addressing non-SEO keyword-based industry topics: Thought leadership content provides an avenue for exploring topics that may not align with conventional SEO strategies. With a focus on generating new ideas and sparking meaningful discussions, such content caters to decision-makers seeking fresh perspectives and innovative insights beyond the realm of traditional keyword-driven content.
What Exactly Defines Thought Leaders?
Step 1: Establishing Your Objectives
The initial phase of any strategic endeavor involves delineating your desired outcomes when positioning yourself as a thought leader.
To begin, refer to your current marketing objectives and evaluate how thought leadership can contribute to each one, if applicable.
If your sole aim is to enhance brand visibility and promote your solutions, crafting a thought leadership piece addressing accessibility challenges within your industry can effectively capture audience attention.
An integral aspect of this process is clearly defining your audience. This demographic should align with your buyer personas, although it’s also essential to consider who could derive the greatest benefit from your insights.
Keep in mind that your audience may extend beyond current buyers to include potential purchasers. For example, are you seeking direct engagement with fellow CEOs, decision-makers in procurement, or marketing professionals?
Ideally, your goal is to engage broader audiences who can amplify awareness of your company, integrate into your community, and advocate for your brand.
Step 2: Evaluating Existing Thought Leadership
Now, it’s time to conduct thorough research to understand the landscape of thought leadership within your niche, encompassing both your own efforts and those of your competitors.
Explore various industry communication channels, such as:
- Online forums and communities
- News resources (both online and offline)
- Trade publications and journals (both online and offline)
- Personal brand platforms like LinkedIn and Medium
- Company blogs
- Social media platforms
- Webinars and seminars
- Conferences
This exploration enhances your comprehension of prevalent thought leadership trends and ideas in your industry, and it identifies key figures driving these conversations.
Additionally, scrutinize your competitor’s approaches:
- What positions are they advocating?
- How are they disseminating their thought leadership content, if at all?
Analyze their strategies and apply insights gained to refine your own thought leadership approach.
Lastly, internally review your company’s past publications or communications to gauge previous stances on relevant topics.
This ensures consistency and prevents unintentionally alienating existing customers by introducing controversial ideas that contradict prior positions.
Step 3: Identifying Your Organization’s Focus and Thought Leaders
Creating thought leadership content involves understanding where your organization’s expertise lies and who within your organization or network can serve as authentic thought leaders.
Consider these insights:
- CEOs and high-level managers contribute to over 50% of thought leadership content in companies.
- Subject matter experts (SMEs) are involved in content creation in 49.4% of businesses.
- In-house and freelance copywriters handle this task in 48.7% of companies.
- About 25.3% of thought leaders collaborate with influencers and opinion leaders from their industry.
To pinpoint your organization’s thought leadership focus, reflect on your expertise and specialization.
Also, contemplate your brand’s overarching narrative and objectives. Is there a broader agenda or transformative change your company seeks to champion?
These considerations guide the selection of your company’s authentic and impactful thought leaders.
Identifying Thought Leaders
When aiming to cover diverse topics, it’s beneficial to establish a roster of thought leaders. Consider key experts within or associated with your company.
Based on insights from industry experts, exemplary thought leaders typically share these traits:
- Alignment with your brand and values: Authenticity is crucial; thought leaders should resonate with your brand narrative and ethos.
- Bold opinions and innovative ideas: Taking a stand, even if contentious, can foster true thought leadership.
- Industry knowledge and expertise: Passion coupled with expertise naturally attracts followers.
- Experience in public engagement: Past participation in webinars and events and credible credentials enhance credibility.
- A devoted following: Building trust and reliability over time is vital for thought leaders.
Many brands leverage their internal SMEs for thought leadership content creation. For instance, YouTube’s CEO, Susan Wojcicki, employs animated series like “Creator Letters” to share insights.
Similarly, N-26 features its CGO in blog posts, exemplifying thought leadership within the company.
Step 4: Crafting Your Thought Leadership Content
Now, it’s time to initiate content creation. Consider these statistics on preferred content formats for thought leadership:
- Articles are favored by 91.4% of organizations.
- Video content is created by 44.1%.
- Participation in webinars or events is embraced by 36.2%.
- White papers are chosen by 33.2%.
Start with articles and gradually explore other formats like video, podcasts, and ebooks. Before delving into content creation, ascertain the topics you wish to address.
a. Researching Topics
There’s no singular approach to sourcing thought leadership content. Align your content ideas with your goals and audience preferences.
Stay updated on industry trends or learn from peers. This ensures relevance and traction for your content. Additionally, leverage specialist tools for topic research to discover trending themes.
b. Mapping Out the Production Process
Consider the logistics of content production. Determine whether thought leaders will write content themselves or if it will be ghostwritten or structured as interviews. Utilize internal SMEs for content creation, and if needed, collaborate with professional copywriters. Ensure each piece meets high-quality standards and enhances user experience.
c. Remaining Adaptable
Maintain flexibility in editorial and publishing calendars to respond swiftly to trends. Formats like podcasts offer agility in delivering timely content. For instance, Refinitiv’s Sustainability Perspectives podcast serves as a dynamic platform for thought leadership in the ESG sector, featuring industry experts who address pressing issues.
Step 5: Distributing and Promoting Your Content
Crafting compelling thought leadership content is just the beginning; ensuring its visibility and reach is equally crucial.
Distribution and promotion strategies play a key role in amplifying the impact of your thought leadership campaign.
Recommendations for Distributing Your Thought Leadership Content
Tailor your distribution and promotion tactics to suit your business needs and audience preferences. Consider the following strategies:
- Leverage Internal and External Channels: Utilize your company’s internal channels, such as newsletters and intranets, to promote thought leadership content. Encourage your employees to share content on their own personal networks to maximize visibility. Additionally, explore external channels like industry publications and forums to reach a wider audience.
- Forge Partnerships: Collaborate with non-competing brands and industry influencers to amplify your thought leadership content’s reach. Joint ventures and co-created content initiatives can foster mutually beneficial relationships and attract diverse audiences.
- Pitch to Media and Influencers: Pitch thought leadership content to journalists, publications, and relevant influencers within your industry. Authentic and opinionated content has the potential to garner attention and generate additional exposure through media coverage and social sharing.
- Invest in Paid Promotion: Allocate a budget for sponsored content and paid promotion to enhance the visibility of your thought leadership initiatives. Sponsored articles, webinars, and social media ads can effectively reach targeted audiences and drive engagement.
The Importance of Content Engagement
Thought leadership thrives on fostering meaningful conversations and engagement within your industry community.
Actively participate in discussions, respond to comments, and engage with thought leaders and influencers who interact with your content.
Whether through brand representatives or directly from thought leaders themselves, prioritize engagement with stakeholders across various platforms and channels.
By nurturing relationships and facilitating dialogue, you can strengthen your thought leadership positioning and foster community engagement.
Step 6: Measuring the Results
Effectively measuring the performance of your thought leadership initiatives is essential for evaluating the impact and refining your strategy.
Consider the following key performance indicators to gauge the success of the thought leadership content:
- Organic Traffic: Measure the volume of organic traffic generated by your thought leadership content to assess the reach and visibility of the target audience.
- Social Media Engagement: Track social media metrics such as likes, shares, and comments to evaluate audience engagement and brand resonance.
- Lead Generation and Sales: Monitor lead generation metrics and sales outcomes attributed to your thought leadership content to assess its effectiveness in driving business objectives.
Adopt a holistic approach to measurement, incorporating both quantitative metrics and qualitative feedback to gain a comprehensive understanding of the impact of thought leadership.
By continuously monitoring performance and iterating on your strategy, you can optimize your thought leadership initiatives for sustained success.
Successful Examples of Thought Leaders on Social Media Platforms
1. Justin Welsh
Justin Welsh has cultivated a substantial following across LinkedIn, Twitter, and Instagram by offering insights into his unique approach to constructing operating systems tailored for solopreneurs.
His content not only showcases technical expertise but also delves into inspirational and philosophical reflections on entrepreneurship and personal development.
Key features:
- Technical expertise in crafting operating systems for solopreneurs
- Inspirational and philosophical reflections on entrepreneurship
- Active presence on LinkedIn, Twitter, and Instagram
2. Sahil Bloom
Sahil Bloom emerges as a prominent figure in the entrepreneurial landscape, focusing his content on themes of personal growth and entrepreneurial frameworks.
Through a diverse range of content formats including framework graphics, videos, and text-based posts, Bloom provides valuable insights while maintaining a consistent publishing schedule.
Key features:
- Focus on personal growth and entrepreneurial frameworks
- Diverse content formats, including graphics, videos, and text-based posts
- Consistent publishing schedule
3. Sara Stella Lattanzio
Sara Stella Lattanzio, a SaaS marketing strategist, captivates her LinkedIn audience with a blend of memes, step-by-step reels, and educational videos centered on SaaS marketing.
With a unique voice that seamlessly blends humor and informative content, Lattanzio engages her audience while effectively targeting potential customers in the marketing field.
Key features:
- Use of memes, reels, and educational videos for SaaS marketing
- A blend of humor and informative content
- Effective targeting of potential customers in the marketing field
Here’s an example of one of her entertaining yet informative memes. Despite their lighthearted tone, Lattanzio’s memes effectively resonate with her target audience:
In addition to her engaging reels, Lattanzio ensures her content remains valuable and relevant to her ideal customers.
4. Allie K. MIller
Allie Miller has established a niche in the AI space, regularly sharing insights, case studies, and data pertaining to the latest developments in artificial intelligence.
Leveraging her expertise, Miller positions herself as a thought leader in the AI realm, often creating branded infographics to accompany her data-driven content.
Key features:
- Focus on insights, case studies, and data in artificial intelligence
- Positioning as a thought leader in the AI realm
- Creation of branded infographics to complement content
Furthermore, Miller actively participates in podcasts, leveraging these platforms in order to expand their reach and engage with her audience.
5. Nick Huber
Nick Huber adopts a provocative approach to thought leadership, diverging from his primary business focus on building storage facilities to share controversial insights on Twitter.
Despite the unconventional nature of his content, Huber’s candid and personable approach resonates with his audience, fostering connections and driving growth in his online presence.
Key features:
- Provocative insights shared on Twitter
- Candid and personable approach to content
- Ability to foster connections and drive growth
6. Will Cannon
Will Cannon exemplifies thought leadership through framework-style Tweets, addressing key challenges faced by decision-makers in the sales software startup sector.
By offering practical solutions and insights, Cannon attracts attention within his industry, positioning himself as a trusted authority.
Key features:
- Focus on framework-style Tweets in the sales software startup sector
- Offering practical solutions and insights
- Positioning as a trusted authority within the industry
7. Alex Lieberman
Alex Lieberman, co-founder of Morning Brew, ventures into social media ghostwriting for founders, sharing candid reflections on his entrepreneurial journey.
Through raw, journal-style posts, Lieberman offers unfiltered glimpses into his successes and failures, cultivating authenticity and driving engagement with his audience.
Key features:
- Candid reflections on the entrepreneurial journey
- Raw, journal-style posts for authenticity
- Engagement-driving content on social media platforms
Summarizing Thought Leadership Content
Thought leadership content has to be one of the most effective methods a person or an organization can use to build influence and credibility in their field.
At what point, though, have people developed enough consistent content that reflects unique insights and expertise?
The targeted audience will begin finding ways to get more involved at that point. From simply enhancing brand awareness to establishing credibility, the list of benefits from thought leadership content is endless.
This guide covers what constitutes thought leadership content: it emphasizes strategies, formats, and best practices that should be used to position oneself as a leader in any field.
Suggested read: Ecommerce Influencer Marketing: Everything You Need to Know
Common FAQs on Thought Leadership Content
Why is thought leadership important?
Though leadership content helps build credibility, trust, and authority. It can do something that makes a brand reputation better as it fuels closer relationships with its target audience, while it is a great opportunity to enhance business opportunities in gaining expertise.
What types of contents can be used for the thought leadership process?
Some common ways through which thought leadership content is dispersed include blogs, whitepapers, webinars, podcasts, video interviews, and social media articles. All of these formats provide thought leaders with the best possible way to express their knowledge and insights as per the preferences of the target audience.
How does one start creating thought leadership content?
Start by establishing the area of expertise and what specifically one can offer. Concentrate on topics that fall within the interests of the target audience, incorporate personal experiences and insights, and ensure the commitment to consistently producing content.
