Is it worth pursuing thought leadership?

Written by every1 content strategist, Chris Worthington.

One term has emerged that I really don’t like — Thought Leadership a term so steeped in misunderstanding that it seems to have become a source of confusion and head scratching for clients and marketers alike.

What is it?

These are industry-leading sites, and people who are seen as being important in a field.

The problem is when people say that they want to be a thought leader with no idea of what that means or how to achieve it.

However, becoming a viral sensation is much like becoming a thought leader. It isn’t something you necessarily have any real control over, and is an unrealistic expectation to have. Having a clearer understanding of what you can achieve, and setting realistic expectations is much better for a campaign than trying to chase an unattainable goal.

How do I achieve thought leadership?

Think about it this way. Google launch a new algorithm update. You want to research it. You know exactly which SEO sites will be writing about the topic – Moz, Search Engine Land etc. They will be who SEOs turn to as the leaders in the field.

You haven’t offered anything new; you haven’t showcased your own expertise or provided a unique spin on a topic. Essentially, you’ve spent hours creating something to piggyback on a niche trend that could have been summed up through a retweet with ‘What they said’ tacked on.

So, what should I focus my attention on?

Building a reputation takes time, effort and resources. How do you build yourself up as an authority in a specific area without it being to the detriment of other aspects of your business?

You need to assess your strengths. As a business, you might focus on a number of different specialisms. When you really focus, is there something that you far and away excel in over everything else? Something you could talk about confidently and passionately about?

Who does thought leadership benefit?

You need to think about the effort you put into being a thought leader.

“Thought leadership is for your peers. Not your customers”

Do the people you work for necessarily care? Are your competitors going to work with you or turn to you for direct advice? Are clients overly bothered about the methods used or do they just want to see results? Yes, your competitors might love the ideas you put forward, but the people you deal with on a day to day basis as clients are frequently less likely to be as interested or impressed.

What’s the alternative to thought leadership?

Recent research by Buzzsumo highlights the changes in the way people not only look for content, but also highlights the trends you should be aware of.

Instead of a constant stream of content, look for the niche issues and topics. Look for the things you can comment on in an engaging, interesting or fun way. Try to get ahead of the curve and look at trends that are emerging and have a view on them. This doesn’t need to be a knee-jerk reaction, or hot-take article, but a considered response, looking at a topic from multiple angles.

It’s better to be consistent and deliver strong content, than it is to chase the idea of being a thought leader, much the same as it is to aim for consistency instead of being a viral sensation.

Create a content marketing strategy that works