I encourage my PR clients to consider thought leadership when they really have something substantive to share that is also newsworthy. But what exactly is thought leadership and how does it differ from content marketing?
Although thought leadership sits under the content marketing umbrella, it’s different in that it involves sharing personal, firsthand experiences, perspectives, and ideas as opposed to general content that provides added value to an audience.
What Is Content Marketing?
Content marketing is the strategic creation and distribution of valuable, relevant content designed to attract and engage your target audience. Unlike traditional advertising – which pushes a specific sales message to customers – content marketing pulls people in by offering something they genuinely find useful. The goal is simple: to build trust, educate your audience, and ultimately drive profitable customer actions (American Marketing Association).
There are three elements of content marketing:
- Content development and format (will it be a blog post, video blog or white paper?) Content distribution (LinkedIn and other social platforms, direct mail, podcast interview)ontent engagement (actual interaction with readers where they have an opportunity to respond to the content)
Who Is a Thought Leader?
A thought leader is someone, usually in a senior role, such as an owner, founder, marketer, or other executive who, because of their experience, can provide unique insights and ideas that can help shape how others think and act on a particular topic. Effective thought leaders identify area/s of expertise – such as entrepreneurship, company culture, female leadership, technology, or innovation – and dedicate their content around these areas. They become noteworthy because they address topics that others in their field overlook. This helps them become known as experts in their field.
How to Become a Thought Leader
Within your area/s of expertise, pick one or several topics you can own, those niche subject areas that you have intimate knowledge of and are passionate about. Make sure to speak from personal experience and share real stories – those with positive outcomes as well as challenges – which illustrate how your perspective played a role in a humble, human way. What can you say that is genuine that will also set you apart from other leaders in your space? What can you talk about that will get readers both interested and engaged?
Why Thought Leadership and Content Marketing Matter
People can grow tired of advertising messages because of their sales orientation. Done right, thought leadership and content marketing provides tremendous value to stakeholders, in the way that it will contain ideas, tips, and tricks to help others take action. Both formats can build credibility and loyalty over time and are cost-effective. It’s well known that the new Google E-E-A-T ranking system, where demonstrating one’s expertise and experience ranks them well in terms of SEO, both thought leadership and content marketing are the most effective ways of building a digital presence. If you’re showing up in Google, then you’re probably showing up in AI search as well. Other benefits include sales lead generation, as prospects who receive value from the content will more likely become interested in your products, services, and brand offerings.
The brand narrative created through the thought leadership type of content marketing helps to shape the story of your brand and guide your audience through every step of the buyer’s journey in a way that feels organic – differentiating you from your competition.
For more thought leadership insights, read my Tip Sheets and Blog, and watch my Podcasts.
