In the modern digital age it has become a commonly accepted fact that the majority of consumers and business decision makers will begin their purchase journey online.
Businesses can leverage this trend by implementing a thought leadership marketing strategy focused on producing original content about their category or industry.
Thought leadership is often seen to be something only practised by management gurus and CEOs of Fortune 500 companies. In reality, the opportunity to become a thought leader is open to any business. Thought leadership is about:
Establishing a relationship with and delivering something of value to your stakeholders and customers that aligns with your brand/company value. In the process you go well beyond merely selling a product or service and establish your brand /company as the expert in that field and differentiate yourself from your competitors.
The creation of content that is of value to stakeholders and customers lies at the heart of an effective thought leadership marketing strategy.
The Benefits of Thought Leadership Research
Market research is an ideal tool for generating this content as it creates thought provoking conversations about key trends and significant topics. Having a new viewpoint or challenging the status quo is now a key element of being heard.
Using thought leadership research to create content provides a number of benefits:
- Today’s marketing environment is noisier than ever. You can cut through the noise with content that is valued by customers.
- Good thought leadership gives potential buyers confidence that the quality of product and/or service received will live up to the promise.
- It’s a conversation starter. Time pressured buyers have become much more discerning, so use research as a sharing tool to demonstrate expertise, understanding and a desire to build mutually beneficial partnerships.
- Longevity and mileage. Social media channels have opened up new opportunities to connect, but require a constant stream of quality content. Thought leadership research content gives you fuel for social media activity and helps form relationships early in the buying cycle.
The resulting content is multi-dimensional: company umbrella messages and proof points, media releases, stakeholder engagement pieces, infographics, and even sales material for Business Development Managers.
We know from our own experience that your return on investment in research can be enhanced if you:
- Develop a strategy and plan for content creation and management
- Use multiple channels to disseminate content to your audiences
- Monitor who is engaging with and downloading your content
- Follow-up on the leads generated by your content
By using well-designed market research you can create that unique perspective buyers are looking for in their content. Click on the images below to explore some examples of successful thought leadership marketing.
Or, if you would like to learn more about how you can use market research to create content and drive thought leadership click below to register for a free copy of our eBook.