By Priscilla McKinney, Little Bird Marketing
When writing for a brand it’s easy to become focused on production and output rather than the overall strategy. Consider the last time you and your team reviewed your published content with a critical eye. Sometimes it is so exciting that we are producing and publishing content that we fail to take a step back and ask ourselves if this is truly the best content to meet both short term and long term company goals. But even content that addresses these goals sometimes falls short of truly amplifying your brand’s expertise or prestige as a leader within your industry. Content goals often deal with brand awareness and then lead generation, but a secret ingredient to taking your brand recognition up a notch is the use of thought leadership in your content strategy.
I talk to CMOs, marketing managers and CEOs every day and the reality is that many are confused about how to integrate thought leadership into day to day content output. Sometimes there are multiple leaders within a company whose thought leadership could be highlighted. This can create some confusion about the uniformity or the cohesive nature of content, but more often than not people are simply stuck on one stereotype of thought leadership as a Nostradamus type of visionary thinking as proper thought leadership. One does not need to predict the next major shift in your industry (and get it right) to be considered a thought leader. In fact, there are many types of thought leaders and their multiple gifts can be integrated into a successful, unique, authentic, and therefore very powerful content strategy.