Creating thought leaders has become a top priority for businesses in the digital age, and it’s easy to see why. Thought leaders help differentiate your brand, demonstrate your industry authority, and open the doors for high-value collaborations with other industry experts. To put it another way, thought leadership is an excellent marketing tool when you do it right. We live in a world where the average smartphone user spends 3 to 5 hours a day on their mobile device, and for much of that time, they are browsing social media. This means you have the opportunity to disrupt their thoughts with relevant and exciting content from your thought leaders. This not only pushes your brand into the consumer conscious but also positions your company (through its employees) as an industry authority. Consumers trust thought leaders, and consumers buy from companies they trust.
Utilizing thought leadership is powerful for all businesses, but it’s incredibly effective for B2B companies. Thought leadership gives B2B businesses leverage in the industry in a way that other marketing techniques simply can’t compete with. The content is also more targeted and effective – it reaches the right people more easily through platforms like LinkedIn. People are primarily on LinkedIn because they want to consume content from thought leaders and engage with them. By engaging with thought leaders, professionals stand to gain:
With thought leadership more critical today than ever before, more businesses are laser-focused on creating more thought leaders from within their company. But how do you go about this? What makes an excellent thought leader? Let’s take a look.
Put simply, a thought leader is someone who is known for knowing something. They have a reputation, both inside but also outside of your business and in the wider industry as a whole. These are the go-to people on something important in your industry.
No, but many people often confuse the two. You might be reading this article thinking “I have thought leaders in my company” when actually what you have is subject matter experts (SMEs). So, what’s the difference between SMEs and thought leaders?
Okay, so now you know precisely what thought leadership is and how it differs from SMEs. But what’s the point of all of this? Is thought leadership a ‘nice to have’ or a critical aspect of doing business in 2021? Let’s look at the data.
According to a survey of over 1,200 participants from Europe and North America, thought leadership is proving to be a powerful tool in the digital age:
You can’t take any employee and turn them into a thought leader. As we discussed in a prior section, thought leaders have a unique set of responsibilities, and people with the right personal qualities best handle these responsibilities. Thought leaders must have excellent communication skills, be very curious and intellectually hungry, and be proactive individuals.
If someone is an excellent communicator but isn’t hungry for more knowledge about the industry, doesn’t like to challenge ideas, and hates to read – they won’t make a good thought leader.
Similarly, someone who is an avid reader of industry-focused content but doesn’t like to challenge what they read or discuss it with others won’t make a good thought leader.
Getting the basics right is essential, so if you’re looking to create thought leaders, start here. It’s better to look for individuals with a thirst for knowledge, critical thinking minds, and good communication skills, even if there are gaps in their knowledge. If someone loves consuming knowledge, they’ll fill in those gaps quickly. However, you can train someone to desire more knowledge – you can’t force someone to love learning.
In your quest to hunt thought leaders, talk to managers and other high ranking employees to get a feel for the people in your company on a deeper level. Is there someone who is always bursting with excitement to tell their colleagues something new they’ve learned? Can they get anyone excited about anything? Thought leaders are often infectious. These are people who can take any topic, even one of little interest to most people, and make it exciting.
Once you’ve found your thought leaders, you have to set targets and goals so that content is regular. There’s no use having thought leaders if they are only known within your company – thought leaders are their most potent and effective when they are known by a large segment of the industry. How do you get to this point? By continually posting engaging content.
Create a content schedule for your thought leaders. It can be twice a week, once a week, even once a month. But the key is to be consistent. Let people in the industry know that they can expect to get compelling content regularly if they follow your thought leader.
Executive leaders can make great thought leaders for many reasons:
But remember, you can’t force people into being thought leaders. If you only focus on your executive employees, you could be missing out on a great thought leader from a lower rank within the company. It’s also worth remembering that diversity is crucial here. While executive employees tend to have a large social media following and high social capital, they can often seem unrelatable to others in the industry. A lower-ranking employee can help bridge this gap and attract a broader range of readers.
When it comes to creating content, you must ensure its high quality. Someone can be an excellent communicator in-person but struggle to get their ideas onto the page in a concise, cohesive way that has flow. Make sure that your thought leaders aren’t writing content close to the upload deadline. Ideally, they should create content in advance and distribute it to other team members for them to edit, review, and comment on.
Try to keep the group of reviewers and approvers small and give each member a clear responsibility. For example, one person can be in charge of grammar, spelling, and sentence structure, whereas others can call out whether they think something is missing. You don’t want to get into a “too many chefs spoil the soup situation”.
The first thing any thought leader needs to do is figure out what they are an expert in. Is there a specific niche in your industry that has a lot of room for discussion and growth? Thought leaders need to talk about topics where they can have the most impact and influence because these are the topics that will secure the most sales.
However, it’s essential to separate thought leadership content from sales content. Thought leadership blog posts should not promote the individual or the company. The content, first and foremost, is about adding VALUE. Readers must come away having learned something and being excited to discuss the content with others. Maybe the blog helped them think about a topic in a totally different way or connected some dots that seemed unrelated before they read it. Thought leadership content builds relationships slowly but firmly. You can cheat and include sales content, and hope you’ll secure a quick deal. Play the long game!
We’re extremely excited to announce that we have changed our company name to CommBox. It’s still the same company with the same awesome people! just a new name, a fresh look, and a brighter future.Read full story