Sunday, 15 July 2018

Experts Reveal on B2B Brand Thought Leadership Content for the Customer's Journey


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       Thought leaders earned the respect of others and are the true leaders within the industry. It is a go-to authority for their insights on development, expertise and practical knowledge. It requires willpower, knowledge along with your time and energy to develop a solid reputation and earn the respect of your audience. They have the information about trending issues and contributes meaningfully to the industry. They are well-known to deliver consistent and exceptional results that build the solid foundations in the industry.
      Thought leadership plays an important part of a content marketing strategy. Brands need for strategic thought leadership content along with product and purpose-orientated messaging. Content establishes the brand as an authority in a specialized field or business. It could be the answers to the biggest questions on the mind of the company's customers. It gives an organizations unique perspective to the public so that prospects can think of the company when they are ready to buy. So, your marketing efforts will be powerful when your expertise matches the interests of the audience they are trying to reach.
       Often, the business owners are the only source of thought leadership in the organizations. But, encourage the new member in your organizations as a thought leader to bring a unique way of answering the questions.  Allow him to look at the emails when they have answered the toughest questions for customers or others in the organization for inspirations. The company wants the insights and ideas. It is like telling the story. An internal or external marketing resource can turn it into something customers can read. Also, it needs to be a consistent schedule. The content marketing using thought leadership are effective if the company publishes the new information on a weekly/ bi-monthly basis and one team member should be responsible for ideas.

Thought Leadership Content: 
Great thought leadership treats blog content as valuable as the polished ebook. Whitepapers and ebooks are used to highlight and demonstrate the expertise of thought leadership to the target audience. It usually takes a comprehensive look at a subject and designed for some attentive reading time.  It is defined as the distinctive, authoritative, provocative and provides insights into the industry. It is the kind of information people in the industry are eager to consume and share. You have to stand out the thought leadership content when it doesn't require a lead gen form. So, the content that makes the customers call you. It can be achieved by including the new formats and distribution mechanism. The experience, tools, and effort will help you to move forward faster than your competition,
  1. Experience: the depth, insight, and knowledge you have on your industry
  2. Tools: Content Marketing, blog, and social channels
  3. Effort: Time and effort you are willing to put to stay on top of the news and drive the trends in your industry. Also, it includes nurturing the relationship with an influencer and relevant media outlets.

The Influence of Thought Leadership Content: 
The Thought leadership content that influences B2B decision makers relates to the topic they are currently working are having these properties,
   * 3-4 pages of content
   * Snack-sized content, consumed in 1-2 minutes
   * Short videos
Excellent-level thought leadership development content requires planning and input from SME's. It must attract and compel the reader for conversion. The study shows that the organization based on thought leadership content including the C-level executive are over 80% agree their trust level increased after engaging with it.

 Follow these steps to implement the thought leadership in your company,
    1. Identify your company to be known:  Thought leadership specifically for the digital and innovation areas. It is the combination of value, strategy, and purpose.
   2. Select the people in your Organization: Once you identified the areas to be known for, you need select the appropriate people to raise the company to profile in the areas. Companies have to look at the expertise, potential to speak, write and contribute on the topic etc.,
   3. Focus on Development: The appropriate people have to be trained for broader thinking. It allows them to present their ideas in the conceptual levels through models, research and stories.
  4. Provide the support and opportunity to Customer: Company needs to provide ongoing support and opportunities that add value to employees and customers.

Here are the best examples of industries thought leadership content,

    1. Openview Labs is an example of B2B expansion stage software company. It brings founders and other experts to help SaaS companies find product-market fit, generate the demand and develop the organizational structure. They publish the wealth of valuable information covers the product development, customer success, marketing, finance, sales exit strategy and much more for starting and growing the business.



2. The most effective content marketing is to help others. So, educating others helps to solve the problems and it is also the most effective reliable approach. The CRM software company  Pipedrive using its blog to publish a consistent stream of valuable advice by posting the useful articles about the sales industry to educate their customer and provide act on advice for small businesses,

    Generally, the content market project has in common goal that how skillfully they link thought leadership with the overall goals. As a result, they are breaking the consequential material turns their sites into destinations for repeat visitors. The thought leadership content has the following features,
     1. Thought leadership content marketing starts with thinking rather than the straight line process
     2. Thought leadership content is effective and leading to the conversation
     3. It will help to grow the customers and partners
     4. Educating the markets on emerging trends and opportunities

The things to follow to become the best thought leader are,

 1. Thought leadership is a Professional Boost:  The thought leadership is a day job for business owners who focus their efforts on the production and dissemination of content. Professionals embrace thought leadership because they want to elevate their standing in the profession and attracts new business. If you want to become a high performer in your field, then you are expected to advance the conversation and present an engaging point of view. The primary cost of thought leadership will be your time. As you create content and engage with social media, you will get busy and accelerate your opportunities and potentially multiply your earnings.

 2. Develop your Personal Brand: Your personal brand is the combination of your personality, reputation, expertise, and history. So, your personal brand needs to be different from the company brand. The robust social media presence helps you to develop the personal brand by sharing the educational content and conversation around hot topics that will you differentiate from your competitor.
3. Write for the Press Release: Media is a powerful source for boosting your ranking. HARO(Help A Reporter Out) connects with a journalist who is interested to talk with people in the industry. Press Release strategies are used by businesses at every occasion from the creation of a product to the great endeavor.
These are some essential components in the press release that can distribute in the media. Those are,
   .* Captivating Headlines: Headlines are crucial for click-through rate on social media and search engines. The perfect headlines must be around 100 characters or less suitable for social media and the people to scan it.
    * Simple and Straight Forward Message: PR should be easy to pick it up and understand your news. It should get to the point in the first paragraph. So, keep your release on one page.
    * Highlight the Message for your Target Audience: The important thing in PR is to highlight someone will benefit from your PR. So, Research the audience and understand who you are addressing before you prepare the press release. For example, your target audience in the C-Suite of the technology industry then crafts your release that concerns about to come up in the course of their day-to-day business.
    * Include a Quote: It helps your audience appeal and branding yourself as a thought leader. So, include the quotes that are relevant and explaining the impact your announcement in the industry.
    * Include the CTA: The goal of the CTA is to engage readers and motivate them to act. So, include the CTA which are appropriate to their action in positive language.
    * Optimize for SEO: Search engine is an integral part of crafting the perfect PR. So, choose the long tail keyword contains your industry and demography like India's Business Software Services, Newyork's financial software services etc.,
    * Include the Graphic Elements and Social Sharing Links; Graphics, bullets, charts, video will help you to engage more people in your story. Plus, the releases with images receive more views than text-only releases. Make it easy to share your PR by including the sharing buttons or links at the bottom of the PR. The Pitchengine helps you to distribute your PR on social media.
      In the end, Proofread your release at several times and remember that the release and distribution service should be very keen on the grammar rules. Consult an editor or Associate Press Stylebook(APS) for the current rulebook before releasing to the press.   
4. The Thought Leadership Opportunities:  The simple way of getting the TL opportunities are,
   1. Start with Your Positioning: 
   * The distinct value your company provides that intersect with your customer needs
   * Bring the simplicity and security to the chaos of mobility
   2. Follow with their priorities
    * What problem does your customer need to solve, why and what caused the problem.
    * Enable remote access to applications with colleagues and increase the mobile workforce.




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