Have you noticed the increasing emphasis on thought leadership in recent months? The topic is once again a corporate buzzword as more and more organizations showcase their relevance in the marketplace via expert articles published by company leaders. Top executives talk about the need to engage in this kind of practice, but are unsure why or how to begin. What exactly is thought leadership and why is it important, especially now?<\/p>\n
The Oxford Dictionary defines thought leadership as \u201c\u200bthe practice of developing important new ways of thinking that influence others.\u201d The concept is not new; in fact, it\u2019s been in use since the late 19th<\/sup> century. However, the phrase \u2018thought leadership\u2019 or \u2018thought leader\u2019 has evolved to the extent that it is currently of great significance, relevance and importance.<\/p>\n Today, Wikipedia<\/a> refers to a thought leader as \u201can individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded.\u201d<\/p>\n According to Huffpost Contributing Writer Gabriel Shaoolian<\/a>, \u201cThought leadership involves the creation of content that harnesses a brand\u2019s expertise in their industry to provide useful information or solutions to questions and problems their audiences face.\u201d The impact thought leadership \u2013 when expressed correctly \u2014 can have on your business now becomes more apparent.<\/p>\n Most executives, marketers and salespeople will agree that it is better to be a leader rather than a follower. Establishing a forward-thinking presence within your company\u2019s industry does require some homework. Assess the following:<\/p>\n An affirmative response to the above is critical to implementing effective thought leadership. When your expertise and enthusiasm align with the needs of your target market, you are on the road to generating brand recognition and building business-to-business relationships.<\/p>\n Now that you understand the importance of positioning yourself as a thought leader, determine your brand\u2019s area of expertise. A company\u2019s proficiencies are sometimes obvious; other times, not so much, especially if the products or services are not easily highlighted in typical content marketing. If the latter situation applies, consult with a marketing professional <\/a>\u00a0to help you identify a topic through which your company\u2019s offerings can position you as an authority.<\/p>\n \u201cTo create active and engaging content, it helps to focus on topics that are most relevant to your business,\u201d states Brenda Little, Lead Marketer at Marketing Direction. \u201cFocus on niche subjects that not only pertain to your industry, but, equally important, are also helpful<\/em> to your target market.\u201d<\/p>\n Conveying your message can be achieved any number of ways. Basically, any form of content marketing that illustrates the in-depth knowledge and experience of your brand can be considered thought leadership. Make sure messaging is delivered with authority and thoroughness and offers a perspective that is in some way unique.<\/p>\n \u201cBlog posts, whitepapers, case studies, videos and webinars serve as a valuable resource to customers and clients while positioning companies as leaders and experts in their respective industries,\u201d Brenda explains. \u201cContent that appears in industry publications helps to create a deeper connection with customers as well as new audiences as they gain a better understanding of or introduction to your business.\u201d<\/p>\n\n
C<\/strong>onveying Your Expertise<\/strong><\/h4>\n