To most people thought leadership is a tough phrase to define. It is typically misunderstood and misused. However, it is an important part of any content marketing strategy. Knowing just what thought leadership is and how it can benefit your marketing campaign will help you achieve your video marketing goals.
What It Is
If you are devising a Boston content marketing strategy, developing a thought leadership program should be a top priority. Before you do that though, you need to know exactly what it is. To some it is just an unpopular buzzword, or as Wikipedia puts it, “business jargon.” In reality, leadership is much more than that. It is all about your content. To be a thought leader is to produce content that is innovative and influential in your industry. It also means that you can provide your audience with answers to their most important questions. Your target audience will help decide whether or not your content marketing strategy is a success. They know what they are looking for. Thought leadership is just a way for you to give it to them.
Content marketing allows you to control the message you put out. That is one reason why becoming a thought leader is essential to your strategy. It also helps if you have a depth of knowledge that nobody else does. The more confident you are when explaining your product, the more receptive your audience will be. You just have to be sure to do it in a way that does not come off as self promotion. Instead, you should be speaking about your product/service in a way that is relatable to your customer. Letting your audience know how to overcome the challenges they may face will earn their trust in a way that blatant self promotion does not.
An effective thought leadership campaign will help your brand tremendously. If people have questions about your industry and have seen your video marketing somewhere, they are more likely to think of your brand over another. As part of your content marketing, thought leadership allows your consumer to feel as if they know you. The more comfortable the consumer is with a product, the more likely they are to spend their money on it. Also, any content that you produce can be re-purposed and used in a variety of ways for your business. Always remember that content is king and the more you have the better off you are.
Who is a Thought Leader?
Just about anyone in your company can be a thought leader. From the executives to the sales people all the way down to the mail room, everyone has a different point of view. As long as you are able to take your perspective and turn it into inspiration for your audience you can be a thought leader. It is in the way you convey the message that determines whether or not you are an effective thought leader.
Content, Content, Content
As mentioned above, content is king when it comes to just about anything. That is especially true when it comes to thought leadership. If you are producing quality content that shows you know what you are talking about, your audience will trust you. Earning and keeping their trust is integral. A good way to earn their trust is through a newsletter. A well-written newsletter that conveys your knowledge to your audience will do wonders for your company. Producing a thought leadership video can help you connect on a personal level with your audience. It cannot be stressed enough that good, quality content is vital to becoming a thought leader. Here is a thought leadership video we shot for a client. In it, they provide information that gives the viewer a sense of security. In other words, they prove they know what they are talking about and earn the viewers trust.
How to Get Results
All of this isn’t to say that your thought leadership campaign is going to be a success. So, how do you make a successful one? Here are some tips that should drive your strategy.
- Know what your customers are looking for and figure out what is most important to them.
- Provide your consumers with what they are looking through many different outlets. Whether it be a video, newsletter or a social media campaign, let your audience know you are looking out for them.
- Make it easy for your audience. Only ask them to sign up for something after you hooked them in. Also, make it about them so go easy on the self promotion.
- Keep their interest. Your content should stand out. Entertain your audience while also educating them. You want them to absorb your content but also enjoy it.
- Let them do the work. Client testimonials are a great way to get your message out. If other people are using and trusting your product you are more likely to get new ones.
Thought leadership is a vital component to your video marketing strategy. The trust you earn from your audience will make it all worth it.