In an era of’ always on’ consumers and with the proliferation of information today, brands wishing to stand out and be noticed require a very strategic approach to achieving this. One of the most effective ways for brands to display their capabilities in a given area is by demonstrating ‘thought leadership’. But what does this mean, and can it actually deliver tangible results?
No show-offs allowed!
By definition, thought leadership refers to the practice of conveying your skills, knowledge and capabilities through the stories, information and content you share with others. It’s easy to see why thought leadership has become so highly relevant in the age of social media and content marketing when it offers the promises as such.
However, one of its major drawbacks is based on the fear of coming across as a show-off. Trying to express thought leadership position in even the most selfless manner possible is often difficult. So how can you succeed as a thought leader without offending anyone or coming across as a know-it-all?
It’s all about adding value
As we’ve said so often through this blog, the true value of content and information both online and off is in its power to inform and educate others – to share the wealth! The real benefit for the sharer is in the ability to profile one’s skills and knowledge, and to then be deemed an ‘expert’ in your field through the info and content you share.
Therefore, your focus should be strictly on profiling yourself and your firm (if you’re an entrepreneur) to others. And when done well, you’ll be recognized as knowledgeable in our area of expertise and then ultimately considered to be a “thought leaders”.
It’s also important to note that nowhere here are we suggesting that you try to sell or convey a sales pitch of any sort with your content. On the contrary, actual selling should be avoided like the plague. Why? Simply because it sends the wrong message, implying you’re only sharing this info in order to get someone to buy something from you.
Reflection of your Personal/Business Brand
One final point is worth mentioning. The thought leadership content you create MUST reflect and represent your own personal brand and what you truly stand for. Doing anything less would be foolish and pointless. Business owners (like I) should also ensure that your content reflects your business and the customers and markets you serve.
Finally, don’t shy away from being bold and unique with your content, messages and stories. Turning out safe vanilla information, while much easier to do, will fail to give you the edge and distinctiveness you should really be striving for. And remember to make this fun at the same time; it will be more enjoyable and you’ll invest more time and effort in making it the best it can be!
To learn more about how you can become an effective thought leadership, check out this excellent article from Marketing Profs!
