Where Are You in Your Thought Leadership Journey? 4 Stages You Should Know
The power of thought leadership to influence three-quarters of B2B buyers makes it a popular marketing approach. But because there is no single secret formula to thought leadership success, many organizations struggle to produce content that can consistently win their prospects over. If you seem lost, don’t give up just yet.
Effective thought leadership doesn’t happen overnight. While achieving results that increase ROI is paramount, getting there involves plenty of time and effort in building trust, credibility, and authority. The journey comes in stages: development, awareness, engagement, and validation.
If you are creating thought leadership content for your brand, understanding how the cycle unfolds can help you determine exactly where you are, identify and tackle challenges that come with the territory, and leverage your position for the best possible outcome. Read on to learn more.
Stage 1: Development
Thought leadership begins with careful planning and strategy development.
Although showing your expertise needs a lot of well-written blog articles, social media posts, and other forms of copy, blindly pumping content about anything that comes to mind will simply come off as noise. Additionally, your readers can sense that disconnect.
For better outcomes, be specific, focused, and cohesive. Gauge your competitors, examine the industry landscape, and identify the exact angle where you can uniquely provide value. Lead the conversation in a way that offers the best possible solutions to help prospects move past challenges and pain points.
Stage 2: Awareness
Once you have developed a sound publishing plan, you can build that much-needed trust and nurture the relationship you have with your prospects and buyers. When this happens, your brand reach and visibility will naturally expand.
During this stage, being consistent is vital so that you don't break the momentum. Post with purpose and commit to your post scheduling, both on social media and on your website blog.
As you share more valuable content that helps visitors, you can drive more website traffic, boost your SEO, and improve your page ranking. In effect, this increases the likelihood of potential buyers finding your brand online.
Stage 3: Engagement
Thought leadership is a continuous learning process. Good leaders should actively seek advice, explore and implement best practices and standards, and provide thought-provoking commentary on the current events, emerging trends, and forecasts in the industry.
Once you start inspiring and enlightening your peers, clients, consumers, and even your competitors, you are no longer just one voice in the conversation - you are now directing the discussion. With more people looking to your content for advice and guidance, you can earn massive influence and engagement.
Stage 4: Validation
It can be said that successful thought leadership can control the public's perception of your brand. If more companies seek to work with you, people reading, discussing, sharing your published work, and more returning buyers, you have reached the validation stage.
This is where you can see the results of what you have been working on during the past three stages: trust, loyalty, credibility, and authority. At this point, you now have access to new and unique opportunities and relationships that would not have been achievable otherwise.
While congratulations are in order once your work has been validated, you shouldn’t get complacent. Keep the well-planned articles coming!
The nature of your strategy should be nurtured with quality and consistency as you go through the different stages of thought leadership. If you ever get stuck, re-examine the drawing board. Explore, learn, and transform your ideas into content pieces that genuinely educate, guide, and inspire.