Surprise! People want to engage with people.
This isn’t rocket science, yet companies are still missing the human element when it comes to their content marketing initiatives.
Building credibility through industry thought leadership creates that authentic engagement with your audience — when planned and executed correctly, that is.
As we’ve previously discussed on this blog, thought leaders are people who fully immerse themselves in everything about their industries. They not only understand everything about the inner workings of their businesses, but they also know their audiences and competitors to a T.
To be thought leaders in their industries, people need to become resources for others in the space. And sharing their experiences through high-quality content in online niche publications allows them to reach, educate, and connect with their audiences.
To understand more about this process, here are the four best practices to becoming an authentic thought leader:
In case you don’t have your headphones on you (or you simply want notes), here are the points discussed in the above video:
1. Don’t be overly promotional. We’ve covered this in great detail, but being promotional is only going to turn your audience off. No one wants a pitch about your product — even though 75 percent of marketers still believe this to be true. Your role as a contributor is simple: to contribute, provide value, and share your insights.
2. Be consistent. You can’t build a readership if your audience doesn’t know who you are. Trusting relationships don’t happen overnight, after all. By ensuring your team is maintaining an editorial calendar and working with them to consistently publish content, you can start to build that following.
3. Publish high-quality content. At Influence & Co., we believe quality is one of most important aspects about creating content (if not the most important). If you’re at the farmers market and buy what you later realize is a bag of moldy apples, you’re probably going to skip that booth next time, right? You can’t settle for low-grade quality because, while you might slide by with that a few times, people aren’t going to return — they’ll tune you out faster than you think.
4. The best content comes from you, the expert. This is also one of the keys to building thought leadership as a long-term, ROI-driven strategy for your company. Humanizing your brand means nothing without your employees. When you have key employees contributing high-quality, non-promotional content, you will create a face behind the brand that people can trust.
By keeping these best practices in mind, you can optimize and revamp your content strategy for the next quarter and start moving in the right direction.