“Thought leadership” is often considered a buzzword in the marketing and PR world – little more than a spruced up advertisement for a company. However, if your content marketing pieces fit this description, then you’re not doing thought leadership. Thought leadership can be a strong, useful addition to a content marketing program and goes well beyond stuffing a reused blog full of keywords and hoping a Forbes editor will run it.
To understand what good thought leadership looks like, it can be beneficial to know what bad content looks like. Here’s what thought leadership is not:
Thought Leadership is Not Link Building
The main goal of thought leadership is not boosting your SEO program. That’s not to say these two programs can’t work together – they certainly can. A well-written thought leadership piece placed in a publication important to your business’ audience might also include a link to your website in your author bio. This is a great bonus and can help your company’s SEO results, but this should be considered a plus, not the end goal. Editors are not looking for opportunities to publish links to businesses’ websites, they’re looking to partner with thought leaders who can provide useful, actionable insights for their readers. Draft and pitch your thought leadership ideas with this at the forefront of your mind, and you will have more success in placing your content.
Thought Leadership is Not About You
Since editors want content that is relevant for their readers, it’s important to remember that this also means your thought leadership content isn’t about you. While it seems counter intuitive to say that a program designed to position yourself as a thought leader is not about you, this concept is the foundation of well-written pieces. Your content can and certainly should involve things you’ve learned and how you’ve built your personal expertise, but you should frame your articles with your readers in mind. What is useful to them? How can you help them on this topic? Your purpose isn’t to highlight your accomplishments and boost your ego. Focusing on your readers first makes an article more relevant, useful, and likely to be published.
Thought Leadership is Not a Chance to Talk About Your Company and Products
It all comes back to your readers – thought leadership isn’t about your company or products, either. While this type of content ultimately boosts your brand image, it isn’t advertising. Many publications outright prohibit contributed pieces that mention the author’s products and business in the text, and will remove links back to your site. Thought leadership requires brainstorming and planning to come up with topics that don’t focus on your products and services. The key is that the topics will be mildly related to, but not centered on what your brand does. It’s also possible for thought leadership pieces to be completely unrelated to the products your company sells. Think of topics your audience is interested in and that you can talk about without using your own products as a case study or solution.
Thought Leadership is Not Copying and Pasting Your Blog Posts
Your blog can be a great starting point for topic ideas for articles. However, you can’t just take a pre-written blog and try to pitch it to an editor as a thought leadership piece. Many publications don’t want material that’s been published elsewhere, blogs included. Your blog posts will also probably need some reworking to become less advertorial and more reader focused. You can write about the same topic or a similar one, but make sure it’s tailored to your audience and the publication you want to see it in.
Good Thought Leadership Is…
Knowing what thought leadership is not provides a jumping off point to a good program. A good thought leadership article is not easy or quick to put together. It will require some research, brainstorming, and drafting. It will require a constant focus on your reader, and putting your own brand in the background. It will also require some patience – you’re probably not going to be published in Forbes right away. But focusing on quality content can lead you to opportunities with publications your readers know and respect, and eventually lead to a stronger brand image overall.