We’re living in an age of information overload. But the endless rants, opinions, and news flooding the online world are the very reason we need thought leadership. With real experts, helpful insights, and quality thought leadership cutting through the fray, we can turn the information cesspool into a stream of useful information.
While you might think that thought leadership is only suited to creative industries like advertising and tech, people crave honest information to guide their purchase decisions in nearly every type of business.
Let’s say you’re in the dog grooming business. I’m sure you could find a host of folks online who claim to know how to cut a 150-pound Great Pyrenees. You probably even have a Facebook friend who’d do it for you. But if you’re a legitimate dog groomer with a passion for your work, you owe it to pet owners — and their beloved companions — to steer them away from the phonies wielding scissors.
Publishing thought leadership content is beneficial for both the customer and the industry leader. People search online for information about the products and services they need and want. And if you’re a proven expert in that industry, they’ll listen to you above all the other voices grabbing for the mic.
Why ‘Blah’ Industries Are Poised for Success in Content Marketing
Like dog grooming, insurance is another industry not commonly associated with thought leadership. It’s utilitarian and dependent upon misfortune — no wonder no one wants to talk about it.
But most adults will find themselves on the hunt for insurance at some point in their lives, especially as certain types of insurance become mandatory. Some people I’ve worked with in the insurance industry didn’t see the point of sharing helpful articles on social media because they didn’t consider the business sexy enough to have a following. But people need insurance advice, and by publishing thought leadership content, they could have become trusted and refreshing voices that consumers could turn to.
When you’re the first one to hit the content marketing scene in your industry, you gain a first-mover advantage. Without other voices competing for the airwaves, the focus will be on your insight.
But pioneering content marketing can also bring its own set of challenges and questions: Where do I start? How do I even talk about what I do? How do I produce it? Where do I publish my content? Before diving headfirst into content marketing, you’ll have to devise a plan. That’s where your strategy comes in.
Your Roadmap for Content Marketing: The Strategy
A content strategy takes the guesswork out of determining the audience or relevant topics for each piece of content. It’s especially important for newcomers who don’t know where to start.
To help pinpoint your audience, answer these two crucial questions while developing your strategy:
- Who should be reading my content?
- Why do I need to talk to that person specifically?
Without a detailed plan, you’ll be spewing information at the wrong reader on a platform that doesn’t cater to your message. In turn, you’ll only add to the noise.
Thought leadership may not turn your industry into the most attractive one overnight, but it can help connect you to customers in search of your expert opinion. It may even spark innovation and inspire renewed confidence in the work you do. Plus, you’ll show readers that you care about them as potential customers.
If you’re a pioneering thought leader in an industry that has yet to reap its benefits, you’re paving the way for you and your business to earn trust and loyalty. You’re challenging your industry as a whole to get with the times.
The fact that your industry exists means that it has an audience. Don’t judge or compare your industry to others — create educational content for it. Share your ideas and your passion with the world; chances are, there’s someone out there waiting for it.
