Leading the way: Why thought leadership is important for your brand

One of our favorite thought leaders, Adam Grant, once wrote this in a social media post: “The purpose of thought leadership is not to provide definitive answers but to spark dialogue.”

Igniting conversations on topics that matter to your business should be an important part of your content marketing strategy, as they have the potential to boost your brand positioning and drive customer loyalty. According to an Edelman-LinkedIn study, 65% of participants believed thought leadership content changed the perception of a company, for the better.

But when it comes down to executing thought leadership posts, some marketers tend to overthink it – are you giving away too much expert info; will it come across as too ‘preachy’? What if the opinions trigger controversy and backfire? These are all valid points, but with some careful and strategic content planning, you can set up your thought leaders and company for exceptional success.

Here is WHY you should invest in thought leadership content. 

1. Increase Influence: Thought leadership establishes your C-suite executive as the authority in your field. Through a consistent stream of content, you can build trust with all your stakeholders, whether they’re internal or external, by delivering insights and sharing expertise. Plus, it shows relevance in your industry. Your blogs can help a customer or journalist understand the views of your senior leadership and to know that he or she has a point of view on a particular topic.
2. Catalyze Conversations: Sharing views on a current topic or a different perspective on a popular subject, helps ignite conversations in your community. By putting out fresh perspectives and sharing inventive solutions, it helps your senior executives stand out and stay relevant in a crowded and evolving marketplace.
3. Establish Your Brand: Aligning thought leadership content with your company’s values and narratives will strengthen brand recognition and trust. When your opinion is impactful and resonates with the audience, it has the ability to influence brand perception and buying behavior. The Edelman-LinkedIn report showed that 64% of buyers found thought leadership content more trustworthy in assessing a company than its marketing materials and product sheets.
4. Engage New Audiences: While thought leadership content isn't meant to be promotional in nature, it is critical in engaging new customers and helping new brands gain recognition. The report showed 47% of buyers agreed thought leadership led them to discover and ultimately engage with a company that was not considered before. Meanwhile, 48% of decision makers awarded business to the organization responsible for thought leadership, the report stated.
5. Make a Difference: More than showcasing your executive's own expertise in the field, a true thought leader empowers others. By sharing knowledge and best practices, such content will also enable the growth and success of others in your ecosystem as well.

Examples of thought leadership content we have created:

The real tipping point in the digitalization of trade finance - Forbes Councils

Driving sustainability in trade finance - Company Podcast

How fintechs are making global trade more inclusive - IBS Intelligence

So, how can you get started with your thought leadership content? Read our next blog - Thought leadership trump card? Crafting a smart strategy for success.

Take the first step in creating thought leadership content that cuts through the noise. Reach out to us and let us elevate your influence. Contact Liza Tan or Adeline Ee McNary to get started.