Within content marketing, ‘Thought Leadership’ is its own unique branch: a chance to relay your expertise in your field.
And it’s more than just giving factual information. thought leadership is often about taking a stance, colouring the information with your expert opinion. This in turn, gives it its ‘unique-to-you’ take.
Why is this useful for you and your audience?
Firstly, it gives credibility as your expertise backs your business’s credentials. That in turn reassures viewers they’re in good hands, garnering trust. From there, it also raises your organisation’s profile as industry leader. Not to mention it’s a great opportunity for you to demystify anything around your work or the industry.
It’s ideal for senior leaders, who have the years of experience from which thought leadership can be given. However, anyone within an organisation who has specialist knowledge can do this too. It means you don’t need to rely on mining content from senior leaders alone, who may be time poor - your organisation can take advantage of anyone who has niche knowledge.
Thought leadership works well to differentiate yourself from your competitors, particularly in sectors where that might be traditionally difficult to do. The real benefit of this is that because it's your own staff's unique takes, it can’t be replicated by your competitors.
For professional services who succeed or fail based on their professional expertise, thought leadership can be particularly beneficial to relay reassurance and trust.
In this world of endless content, choosing to share your own unique expertise is an active choice to disclose something genuinely useful and impart real knowledge.
We’d love to help implement thought leadership into your marketing. Please get in touch by emailing contact@fletcherwilson.com or find out more at fletcherwilson.com.