Thought leadership is one of the sharpest tools that organisations can adopt in the current sales environment, allowing them to reach new potential customers, build relationships and increase their reputation as a trusted, credible advisor.
Golden ticket for actionable insights
Organisations should use the list below to check that current thought leadership strategy is positioned to maximise the benefits of content:
1
When creating thought leadership, look for something that you can create collaboratively, that will add value to the audience.
2
Never rely exclusively on voices from inside your organisation. Working with customers, partners and thought leaders brings data to life, and makes content more valuable and engaging.
3
Do not confuse thought leadership with product marketing. At the top of the sales funnel content should be weighted towards thought leadership and not product features or service offers.
4
Consider recruiting professional editors, designers and writers to create thought leadership. It is essential that content is well written, smartly packaged and designed for distribution across multiple platforms.
5
Have a defined framework for the process of collecting, filtering and evaluating ideas for thought leadership. Focus on making it easy for your brightest and most talented people to become thought leaders.
6
Don’t focus on one platform or content format. Experiment with different forms of content created from the same original research. Podcasts, videos, infographics and Tweets can also complement white papers, and increase reach and engagement.
7
LinkedIn is the most effective platform for sharing thought leadership. Consider integrating third-party tools to guide and track LinkedIn conversations to maximise value.
8
It is essential to treat sales as a partner in thought leadership strategy, and to offer coaching and training where needed. This will allow sales teams to filter, share and engage with content as part of a wider conversation with a potential customer. This understanding is essential if brands are to develop credibility and trust from their community.
9
Don’t rely on sharing thought leadership with just one contact at a target organisation. By using different forms of content and platforms, it’s possible to map target organisations and deliver valuable content to decision makers at multiple levels.
10
Measuring the value of thought leadership should include three key elements. First, consider content-specific metrics such as open and dwell times. Second, consider long-term metrics such as new contacts. Finally, remember to incorporate person-to-person feedback, by inviting customers to share their experience of your thought leadership content.