Sometimes, it’s necessary to do some thinking outside the box. While this sounds like an oxymoron, and it may seem that most organizations are using their resources to execute tasks that are not productive, we want to discuss the importance of proper execution in the area of thought leadership. Understanding how you can use your mind to dramatically impact those reading your thoughts – whether they live inside your organization or outside – is a great idea.
What is Thought Leadership?
I know. It sounds like a vague term. But if we break it down into its two sub-sections, you’ll see what it means:
- Thought leadership is the process of becoming a leader in your field of choice by educating people on how to think about relevant issues or ideas.
- And then, when customers have these new perspectives and ideas, they tend to want to purchase based on that.
Long-Term Brand Visibility
One of the most critical metrics for any business is customer retention. Most marketers agree that customer retention is crucial for their long-term success. Customer loyalty can be maintained by providing additional value or benefits beyond the initial purchase. And one way to do this is through thought leadership content!
Thought leadership content is information created by your brand that other people use in their work and projects. This can include blog posts, eBooks, infographics, and videos—anything that helps others learn about your industry or decide on a related product or service. By contributing valuable insights into your industry, you’re showing customers why they should come back to you again and again.
The good news is that maintaining visibility isn’t just crucial for keeping customers happy and makes them more likely to buy more often! Brands with high levels of customer retention saw better sales numbers.
Always Moving Forward
The marketplace is changing.
B2B buyers are looking for brands that innovate and grow and don’t want to be with a stagnant brand.
To compete in this incredibly dynamic market, brands need to think outside the box—which means innovating on all fronts: product development, marketing strategy, and thought leadership.
Thought leadership forces companies to adapt, change, and improve from the inside out, which is what these buyers are looking for.
And the best part? It’s not hard to do! All you have to do is stop thinking of your customers as “users,” and start thinking of them as people who want to help you develop your product or service.
Value Beyond Sales
When you think about your role as a thought leader, it’s essential to understand that you are more than just a seller. You are also a consultant, an advisor, and a business partner.
You need to be able to provide real value for your audience. You can ensure that your content is practical, relevant, and actionable.
You need to be authentic and transparent with your audience, so that they trust you and feel comfortable turning to you when they have questions or concerns about their business or industry.
Thought Leadership is a Team Effort
Great thought leaders are always willing to share their ideas with others and make sure they are accessible to everyone. They don’t hoard their ideas. They share them with everyone. A great thought leader also knows that no idea lives in isolation. They know that their ideas are part of a larger conversation and are happy to join in other people’s discussions and contribute to them.
Great thought leaders aren’t afraid of being wrong—they’re just excited about having new information! They think of every interaction as an opportunity to learn more, and they’re always ready to dive into the next topic enthusiastically!
Even if you’re the person creating the content, you need to make sure that your colleagues are invested in and supportive of what you’re doing. If they don’t see the value in it, they won’t be able to help you spread it around—and that’s precisely what we want to happen!
So next time you’re putting together a new piece of content or working on a presentation, ensure your colleagues are involved in the process. They’ll be able to give feedback and offer suggestions that will help improve your work and strengthen your brand as a whole.