Work Smarter, Not Harder, with Thought Leadership

Katie Robertson – Public Relations Account Executive

The saying “you learn something new every day,” may be a bit of a cliché, but it does hold an element of truth. Every industry is intricate, with nuances that can only be understood through experience. While there is likely not a new and distinct lesson each day, as time passes, any employee will deepen their understanding of their industry.

Not only is this an asset to the company from an employee skills perspective, but it is also an asset on the marketing front. Thought leadership is an often under-utilized marketing strategy that positions a brand as a valuable resource in their industry to gain the trust of prospective consumers. While it is more subtle than a traditional approach to advertising, it offers a number of applications and benefits that make it a key component of well-rounded marketing.

Natural Leader

Shared knowledge can fit into marketing more seamlessly than most people would think. There is no shortage of hosts for that kind of content. Many brands will start out by building a blog on their website. This creates a strong foundation of topics and knowledge that can be pulled into social media posts, eblasts, articles and more. Owned media like a blog is completely managed by the brand in both the content creation and publication. This allows full control over messaging and formatting, which can be a significant benefit. However, visibility can be a challenge, as driving traffic to the blog is completely dependent on the brand itself.

Other ways to share thought leadership with a bit more public attention can be found through public relations (PR). Thought leadership PR starts with a pitch, such as submitting an article abstract to a magazine editor, suggesting a guest to a podcast host or introducing an expert for a reporter to interview. This kind of content creation is a collaboration between the brand and the publisher, with both working together to build and promote the story. In exchange for the bigger platform, these stories are often less promotional in nature than blogs. However, if managed correctly, they can generate trust with the target audiences that creates leads.

Penny for Your Thoughts

One significant benefit of thought leadership content is that its publication is generally free. There may be some costs associated with it, such as promoted social media posts or paying a writer/PR practitioner to coordinate earned media appearances. However, unlike ads, there is no cost associated with purchasing the space itself.

The non-promotional nature of thought leadership content can also be to the brand’s strategic advantage. In many industries, particularly B2B, potential purchasers want to be assured that they are purchasing from brands that understand them. Whether it’s commenting on well-known trends, explaining challenges in the industry or providing insight for what’s to come, thought leadership content demonstrates that knowledge and builds lasting trust and loyalty with the target audience.

Marketing often focuses on the attributes of the specific product or service that is being sold. Thought leadership takes a broader approach, instead highlighting the values of the brand and the expertise of its employees. Working in tandem, these two strategies offer well-rounded messaging that presents a brand in the best way possible.