There are always buzzwords floating around the business world: productivity, transparency, ROI (just to name a few). And while thought leadership might be a topic you’ve seen, it’s so much more than just a buzzword. It’s essential for the growth of your business. So let’s dive into the basics. Thought leadership is being an expert on a specific topic or in a specific industry that people and publications can rely on to learn the newest trends. It’s a simple way for your business to reinforce your expertise on a given topic or industry.
So what’s the big deal? Well, other than the obvious fact that every business wants to be an expert in their field, it’s crucial to position yourself as an expert in front of your target audience.
How does one become a thought leader? By creating timely, knowledgeable and expert insight on a subject through branded content. Here’s how:
Long-Form Written Content
Blogs are a major player in helping your brand become a thought leader. They engage your audience and they offer up an easy way to get across expert information. After reading your posts, your audience should leave knowing how to do something new or with valuable knowledge they can apply to their life, business etc. By integrating a robust, knowledgeable blog presence on your website, you’ll not only reinforce your authority to website visitors, but you’ll also increase searchability and have the functionality to share across digital channels such as social media and newsletters.
As we mentioned above, relevant content is key to a successful thought leadership campaign, but it isn’t just enough to write blogs. You need visual elements to capture your audience’s attention and relay key points of information. Not everyone has the time or attention span to read blogs, so utilizing visual content like infographics makes your expert information easily consumed by social media scrollers. According to Facebook, on average, most audiences spend about 1.7 seconds on a piece of content. In order to get the most out of this very short amount of time and hopefully capture someone’s attention, a strong visual presence is key.
Another great way to increase brand authority is through publicity. Once your business has scored a media hit due to your excellent thought leadership content, you can not only expect a wider reach to your target audience via the media publication you’ve landed, but also increased credibility. When the media is relying on you as a source of expert information, this will solidify your status as a thought leader among your target audiences as well.
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