Every company needs thought leadership – a person or decision-making team who can shape the business, spread ideas, improve discussions, and influence studies and debates. These are the people that keep up to date with social media, influencing styles, and market trends and use the best sources to grasp the latest news.
It’s crucial to acknowledge that a good product or service isn’t enough to convince prospective customers to buy from you. To reach the hearts of as many people as possible, you need effective market research that conducts both strategic, content and thought leadership research. It’s the only way to get into your customers’ minds and deliver what they want.
There are companies that use such research tools to serve individuals, small businesses or the world’s most valuable brands. If you are looking for ways to gain presence or become an authority in your market, let’s see how thought leadership can benefit your business.
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What is thought leadership?
This concept is a form of expression or a tactic that helps content marketers build trust for companies, which led to the growth of some of the most renowned brands worldwide. You can think of it as brand awareness spread through blogs, journals, TV shows, and so on. CEOs, renowned influencers and pretty much any popular personality that has a positive media image know how powerful thought leadership is.
Specialists like expert psychologists and brand marketers have been studying consumer behaviour and the marketing strategies behind presidential campaigns and some of the world’s greatest brands. Their findings helped market research companies develop and create consumer research tools that further help managers understand their audience.
This widespread concept allows for many actions, like:
- It helps companies engage with clients and prospective customers so that both parties gain benefits;
- The knowledge behind it helps create innovation and addresses potential customers’ questions in a less invasive manner than other types of marketing techniques;
- It helps leaders be more visible, influential and competitive;
- It’s for anyone who wants to gain a better understanding of their market.
How do businesses use thought leadership today?
Any person can inspire thought leadership, from CEOs, designers, customers, and product managers to salespeople. This tactic isn’t about manipulating and influencing others to do as you wish. It is about being heard, making a statement, and growing a healthy presence: you must establish yourself as a leader before everyone perceives you as one.
Business owners use this form of expression to show the qualities that people look for in entrepreneurs: empathy, or the most critical leadership skill. It is an important component of B2B content marketing as it helps the people involved in your decision-making team gain alignment among their peers and figure out ways to overcome potential customers’ challenges when they’re struggling to find the perfect product.
Can anyone be a leader?
Of course, the answer is yes! Leadership isn’t about gender, popularity and nationality but about persistence, hard work and care for people, and it’s just as inclusive as it can be. Think about empowering examples like Arianna Huffington, the Founder of the Huffington Post, or the CEO of General Motors, Mary Bara. It certainly wasn’t easy for them to create such empires, but they’re sure to teach us the importance of thought leadership. This topic might not be discussed enough, but it’s best to be informed about all the customer research findings, not to be taken aback by how trends will evolve in the future.
And since you’ve grasped some benefits of this form of expression, maybe you can now understand how transformational, democratic leader Indra Nooyi succeeded in turning PepsiCO into one of the most successful companies in the food and beverage market. Surprisingly enough, she wasn’t given much chance to develop a great career. She wore her saree in one of her first interviews at the company she was hired for when she was 24 and taught people the power of courage and individuality. Fast forward, former Pepsi CEO Indra enlarged Pepsi’s food and beverage portfolio to suit the needs and preferences of more than one group of people, such as health enthusiasts and children.
How can thought leadership benefit your business?
Through “thought leadership”, you must understand that people look to you for ideas and information, not only for your company’s service or product. To help your business grow, you need to gain potential customers’ and clients’ trust and build and develop on this solid basis. Establishing yourself in your industry means finding effective ways to connect with your audience and provide them with the knowledge and information they want. Thought leadership may help this process through practices like:
- Feeding publicity and fueling PR opportunities, as influencers do.
- Building your credibility by regularly providing the audience with accurate, valuable information.
- Examining your industry and connecting with people freely. For example, the most respected thought leaders offer content like podcasts and blog posts without asking for money and scaring customers away.
What can you do to help your business grow?
The world is becoming increasingly connected. Therefore, you should realise it’s easier to work with worldwide firms and employees and attract foreign customers.
As a leader, you need to seek a diverse team, employ persons from different backgrounds and cater to the tastes and needs of the right audience. You must think globally, embrace diversity and appreciate new cultures to keep your company afloat and thriving.
Graphic design, content optimization, branding and the like strategies are evolving, and you might want to jump on them. Know that developments like these help market specialists stay on top of thought leadership marketing trends, and some of them are the following:
- Building community
- Utilising emotion in B2B content
- Creating and using event-driven content
- Strategies that repurpose thought leadership
For a healthy business that prospers and expands, you must first understand your audience and clientele. Then you find out ways to convey your message through effective marketing campaigns.
Thought leadership is popular for these, and it’s best to stay informed about the latest research on consumer behaviours and shifts in your market if you own a company or plan on a start-up.