Are you a thought leader? Why it matters more than ever
Do you think of yourself as a “thought leader”?
It’s probably not the first term that comes to mind.
Perhaps it’s something you only associate with academia. Or perhaps it feels too downright “marketing-y”.
But the truth is that if you have an opinion about your area of expertise, you’re probably already a thought leader or, at least – and this is important – you have the potential to be.
No longer an optional slice
Thought leadership is no longer a nice-to-have when it comes to business-to-business marketing. As messaging strategist Alex James points out,
For many companies – especially those that sell services – thought leadership has gone from an optional slice to nearly the whole marketing pie.
Why is that?
The latest research by Edelman reveals that thought leadership plays an increasing role in the decision-making process for companies looking to buy services. Their research showed that while it was influential in around half of B2B purchasing decisions in 2019, it now contributes to over 70%.
By its nature, thought leadership content can feel more trustworthy than marketing materials. That’s because you’re simply moving a conversation forward, rather than overtly selling yourself. Though, of course, the reality is that by contributing to that wider discussion, you’re positioning yourself as a leader, ahead of your competitors, and planting yourself firmly in prospects’ minds.
The benefit is two-fold. It not only serves to put you on the radar of strangers or prospects who don’t yet know you well (70% of C-suite leaders say that a piece of thought leadership had led them to question whether they should continue working with an existing supplier), but it also reassures your existing clients that they’re with the right outfit, inoculating you – as Edelman so beautifully puts it – against competitors trying to woo away your clients.
In short, thought leadership gives you that competitive edge, positioning you in front of your competitors and at the forefront of your clients’ and prospects’ minds.
What should good thought leadership content look like?
Original
As a professional in the built environment, there will be many issues that you have an opinion on. Perhaps it’s the complexity of solving the housing crisis while also reducing our carbon footprint, or the nuanced nature of regenerating a neighbourhood without alienating its existing inhabitants. Perhaps it’s a prediction about the future of travel, or an opinion about how to effectively work in public/private partnerships.
These original opinions are hugely valuable (and yes, just like when you were at university, it’s important not to simply regurgitate someone else’s thoughts).
But don’t panic. An original idea doesn’t have to be plucked out of the heavens. As the great essayist, Mark Twain, once said:
There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations.
As a thought leader, you will be part of the conversation taking place around you, listening to others’ existing ideas and, importantly, bringing your perspective and moving the conversation on.
Valuable
Thought leadership content will be relevant and insightful. Your contributions help your comrades across the industry reflect on something, challenge an outdated perspective, help break down barriers and make progress.
We need these conversations in order to solve the huge challenges that the sector is facing; climate change, the housing crisis and loss of biodiversity to name but a few.
On brand
Finally, quality thought leadership helps to cement your company brand. If your brand is known for being a challenger, then challenge the status quo. If you claim to offer forward-thinking solutions, then let’s hear about your opinions on what the future looks like.
Thought leadership, which can take the form of a blog piece, a podcast, interview or speaking at an event should convey what your company stands for.
Work with a professional to share your perspective
If that sounds good to you, then you’re not alone. Trouble is, you didn’t get to where you are by writing thought-filled articles.
If you’re too busy to put pen to paper, welcome to the club.
The good news is, that’s where a copywriter can come in handy (oh hi, over here).
Sure, you could use ChatGPT to turn your thoughts into something longer. You can let us know how that goes.
But copywriters are trained to help you develop your opinion and articulate your perspective in a way that’s digestible, engaging and thought provoking.
The built environment is a complex and fascinating sector to work in. We have huge challenges to solve, and we desperately need thought leaders to inform and shape the discussion.
And the marketing benefits are clear: quality thought leadership presents your perspective to the world and, when that resonates with a buyer, they’re more likely to remember your name and turn to you when they need help.
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Our professional copywriters can work with you to help you join the conversation and share your perspective. Get in touch with the team at Luma to explore how we can help you step into thought leadership and give you a competitive edge in your marketing efforts.
This article was originally published on Place North West.