Your content marketing strategy should include an element of thought leadership. After all, the great UK consumer likes nothing better than to listen to an expert.
Martin Lewis, the nation’s favourite ‘Money Saving Expert’ has grown a massively successful business out of becoming the financial Guru that millions of us listen to. The financial advisor extraordinary has built his fortune around challenging normal practices and consumer buying habits; and through brilliantly researched, written and spoken thought leadership pieces, he attracts millions of people to his website.
We can’t all aspire to the dizzy heights Mr Lewis has reached, but if you run a business and provide products and services, you will have attained a fair amount of expertise in your field. By sharing that wisdom and your insight with your audience and potential customers, you stand a much better chance of them wanting to do business with you than if you do not. After all, who likes being ignored or left feeling like an idiot by someone with far more knowledge than they have when they turned to them for help?
In my experience, the barrier for many business leaders and executives is while they can come across very well in a face to face conversation, they don’t feel they can express themselves well enough on paper to be taken seriously. This doesn’t have to be the case!
This affects small businesses most acutely, because they do not have the resources to employ in-house content marketing professionals and wordsmiths, who can take the MD’s wisdom and turn it into a really well written thought leadership piece for the company’s website or newsletter; or even for submission to the media for publication.
In the b2b environment, thought leadership pieces published in the industry’s trade press are a highly effect way of getting a business noticed. It goes back to the ‘About Us’ concept. Sticking your head above the parapet, in a good way, conveys the message that you are an open and honest organisation that is willing to engage. It tells potential customers that the boss is passionate about their industry and wants to make a difference. All great aspects of building a really strong corporate brand.
Junction Media specialises in content creation and editorial services. If you would like us to help you to become a Guru people will want to listen to and engage with get in touch today at: [email protected]
