Trust plays a critical part in shaping your company’s brand perception. It also impacts buyer confidence in working with your company. One of the primary drivers of this trust is authentic thought leadership content. It helps boost your content marketing efforts, especially if you are a B2B company. It is the foundation of a successful content marketing strategy.

What is thought leadership content? It surfaces your company’s earned secrets of unique perspectives, experiences, and resources you have. You share those thoughts with your audience through content to be a leader in your industry. It helps you build credibility, earn trust and gain loyalty with your customers and prospects.

Marketers, especially b2b marketing professionals, are in a great position today to build relationships with future customers with thought leadership content. The real value of thought leadership is often assumed, but it’s rarely measured.

A poorly executed thought leadership plan could have the opposite effect, leading decision-makers to remove you from consideration, so you must do it correctly. Thought leadership is most likely untapped at your company. It shouldn’t be because thought leadership can boost the size and scope of your sales deals.

According to research from Edelman and LinkedIn, most marketers significantly undervalue the power of thought leadership. As a result of dismissing thought leadership, marketers see their demand and lead generation efforts suffer.

Edelman and LinkedIn interviewed 1,300 C-suite executives and business decision-makers. The results underscore that marketers who produce thought leadership content consistently underestimate its impact on demand generation and impacting the buyer’s journey.

The Edelman and LinkedIn study shows that 26% of marketers believed thought leadership helped them close business. Furthermore, 58% of decision-makers said thought leadership influenced them to work with that company.

As a result of underestimating the power of thought leadership, marketers have less impact on helping their companies win business from current customers and potential new customers. The bottom line is that thought leadership helps your sales team participate in more requests for proposals (RFPs) and helps your company make the shortlist of final vendor candidates.

The Edelman and LinkedIn thought leadership study highlights some key points:
55% of decision-makers read thought leadership content to vet potential vendors
82% of decision-makers say thought leadership increased their trust in a company
90% of decision-makers believe companies need to create thought leadership content
79% of C-suite executives want thought leadership content to show them new trends or issues

The study shows successful thought leadership content contributes to building your brand, opening new doors with potential customers, and closing deals in your pipeline.

Strong thought leadership content conveys the quality of your work. A thought leadership strategy boosts the reputation of your company. Thought leadership can help you amplify demand and lead generation strategy.

Thought leadership is an integral part of your marketing strategy and improves the marketing and sales alignment. These five tips can help you create better thought leadership content.

📒 Show Notes and Resources 📒

TIMECODES ⏰
00:27 How to Improve Your Thought Leadership Content
03:01 Create a Vision
03:56 Make it Digestible, Readable, and Easy to Find
05:08 Quality over Quantity
05:53 Reframe the Conversation
07:12 Educate Internally
08:28 Bringing It All Together

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QUESTION — Have a question about digital marketing or anything else? Post in the comments section of this video!

About: In this video, Matthew Royse from Knowledge Enthusiast shares his thoughts on why thought leadership content is so important. Building trust with your customers and prospects is problematic because it takes time and effort. By utilizing thought leadership, you can enhance your overall marketing efforts. To improve your thought leadership, create a vision, and make it digestible, readable, and easy to find. Also, make sure you concentrate on quality over quantity, reframe the conversation, and educate internally. As a marketer, Matthew is asking you — a fellow marketer — not to undervalue the power of thought leadership content. It significantly impacts your demand and lead generation efforts, helps you show the value of marketing, improves marketing’s alignment with sales, and helps your company grow.

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