Do you consider yourself a thought leader?

In a March 2017 Content Marketing article, Michael Brenner defined thought leadership as a “type of content marketing where you tap into the talent, experience, and passion inside your business, or from your community, to consistently answer the biggest questions on the minds of your target audience, on a particular topic.”

When business owners think of content marketing it is natural for thoughts to move toward digital marketing like social media and email, etc. There isn’t an expert in the field of digital marketing that would hesitate to encourage businesses to study their target market and customize content to appeal to that market. Promoting products and services this way is effective for brand awareness – but is it enough?

Today’s audience hates to be SOLD a product or services. Buyers have a choice and want to be convinced you truly care so much about their needs and concerns that the choice will be clear. Today’s audience demands humility and authenticity. What is the best way to give them what they want? Thought leadership. Today, we will discuss why thought leadership is necessary for brand-building.

Thought leadership addresses more than a product or service that a business can throw at a target audience and hope something sticks.  It’s a business owner or service provider putting themselves all the way out there, positioning themselves as one who knows their market inside and out and has deep knowledge of the things their audience cares about. They are winning new business because they are prepared to answer the audience’s biggest questions and address their biggest issues. They are following some simple, yet profound steps to do just that.  Let’s discuss a few here.

Know the questions and where audiences are seeking answers

Research deeply and learn ‘what are your customer’s biggest questions?’ Learn where and how are they looking for the answers. Consumers are in large part digital. Digital platforms offer great information about your customer’s habits. Where they hang out, what they are interested in or concerned about. What they talk about and respond to. Go deep into that information for an up close look at the questions being asked.

Thought leadership involves an authentic approach to providing answers. Practicing your craft, and successfully solving problems for customers is the reward for winning a client. Being open and transparent about what you learn from those experiences is how you create even more wins. Customers care about what you know more than they care about what you are selling. Authenticity builds trust and trust builds a customer base.

Don’t try so hard to be different

Thought leadership takes time to develop and it takes a willingness to learn from others. Be careful not to try and reinvent yourself as one with the unique point of view.  Brenner says, “audiences aren’t looking for “different” all the time. They want the best answers for their questions.”  Learning from others who share your passions and are already established as thought leaders will help you develop ideas to blend with your unique personality. Allow that blend to be your differentiator.  Additionally, trying to master every aspect of your field will not make you uniquely worth following.  A masterful focus on just a few topics related to your industry will set you apart and position you as the true influencer.

Make it about the audience – not the business

As a thought leader, direct your efforts toward addressing the topics and issues that keep your audience awake at night.  Learning what those topics and issues are and understanding them deeply enables you to address them with an outward point of vie. Demonstrating authentic concern will become apparent to the audience and elicit a response. Share what you know and admit when you don’t. Combined knowledge and humility builds trust and credibility with your audience and colleagues alike.  Avoid stepping into the trap of selling products and services. Rather, resolve to offer insight, education and solutions to problems.

Are you ready to position yourself as a thought leader? Step away from selling the business and dig deeper into your audience and its concerns and issues.  Learn from thought leaders you respect and admire. Be intentional about building industry presence. Finally, be generous with your knowledge, your time, your advice, and your talent.

Are you working to build your brand or rally support for your organization?  Chemistry PR and Multimedia can help.  We formulate success using scientific and artistic approaches to communicating your message to your audience.  Call us today and let’s get started!