Imagine if you were the next thought leader in your industry, like Seth Godin, Gary Vaynerchuk, or Tim Ferriss. These notable figures have built big reputations as credible resources in their fields, attracting profitable clients, speaking opportunities, and overarching success in business ventures. Thought leader marketing is powerful, but thought leaders don’t spring up overnight. How can you go from learning from thought leaders to becoming one? How do you build your reputation to be recognized and sought out in your niche?
What Is Thought Leadership Marketing?
Thought leadership marketing is the process of sharing valuable knowledge about your field with others to establish yourself as an industry expert. Whether you are the CEO of a large corporation or running a small business, thought leadership marketing builds credibility. Importantly, thought leadership marketing is not about self-promotion. If your content looks like a glorified advertisement, readers will notice. Instead, use your voice to educate others on industry topics.
Why Should You Use Thought Leadership Marketing?
1. Improve Brand Awareness and Exposure
Brand awareness and exposure are vital in today’s competitive market. By writing helpful, informative content about your industry, you gain exposure to potential clients actively searching for information related to your product or brand. According to a B2B study from LinkedIn, 65% of buyers feel better about a company after reading its thought leadership articles. Additionally, 58% of decision-makers read one or more hours of thought leadership per week, meaning your content could get noticed by key decision-makers at big companies.
2. Attract Business Opportunities
As more people discover your brand through thought leadership content, you will attract more business opportunities. A survey found that 58% of decision-makers select companies based on their thought leadership content, and 61% are willing to pay premium prices to collaborate with a brand leveraging thought leadership marketing.
3. Secure Public Speaking Opportunities
A strong reputation as a thought leader attracts opportunities to speak at conferences and events, offering more publicity for your brand. Organizations may include your name, face, and credentials in their promotional content, increasing your visibility and establishing you as an expert in your field.
How to Use Thought Leadership Marketing
1. Understand Your Audience
Know your audience inside and out. Crafting a buyer persona helps you understand what your target audience needs, thinks, and is interested in. Use surveys or social listening tools to gather insights. Check comments on your social media posts or those of your competitors to identify recurring questions and issues. This information allows you to create thought leadership content that resonates with your audience.
2. Include a Professional Photo
Your thought leadership marketing materials may be the first impression decision-makers and consumers have of your brand. Use a professional photo that represents your personal brand. If you target B2B professionals or CEOs, dress accordingly in your photo. If your audience is more casual, reflect that in your attire.
3. Offer Information on Products and Services
Some of your thought leadership content should provide insights into the products and services you offer. Be clear and concise about what you provide and the value it brings. For example, Dave Ramsey’s ad for his live webinar highlights the benefits customers will get by subscribing to his master training for aspiring financial coaches.
4. Monitor Competitors
Analyze what your competitors are writing about and which articles have the highest engagement. Use tools like Ubersuggest to find the best keywords by search volume, location, and trending levels. This helps you uncover opportunities for your own thought leadership content.
5. Offer Valuable Content
Share solutions to problems your audience faces, information on industry innovations, and discussions that spark conversations. Regularly update older content to keep it fresh and relevant. By providing valuable content, you introduce your brand and establish yourself as a trusted expert.
6. Be Genuine
Avoid turning every article into a sales pitch. Understand your audience’s needs, create quality content, and be consistent in your responses. Speak and write with your authentic voice, and engage with your audience by responding to comments and sharing behind-the-scenes insights.
Examples of Successful Thought Leadership Marketing
1. Simon Sinek
Simon Sinek is an inspirational speaker who hosts online classes and workshops. His Twitter feed is full of motivational quotes that serve as gateways to his live training sessions and online subscriptions.
2. Seth Godin
Seth Godin is an international bestselling author and renowned speaker in the marketing world. He offers a wealth of content, including blog posts, podcasts, videos, and speeches, making his work accessible for all marketing professionals.
3. Grant Cardone
Grant Cardone specializes in business and regularly shares valuable content on social media. His expertise and engagement with his audience convince new viewers to keep tuning in and become customers.
Conclusion
Thought leadership marketing is essential for any business that wants to stay ahead of the competition. By creating quality content, you can boost brand awareness, attract more business opportunities, and establish yourself as a thought leader in your field. Learn about your audience, create valuable content, and be genuine in your interactions. As you attract more people to your brand, you can also secure lucrative business opportunities and speaking engagements.
How will you use thought leadership marketing in your business?
