42 min
21 | Why Thought Leadership Works & How To Do It Well (Deep Dive) Good Revenue
-
- Business
Thought leadership is additive, newsworthy, and educational. It teaches your audience something they didn’t know. It challenges the status quo. And it helps your audience achieve a goal or get better at something they care about.
It’s built on your expertise, but it’s not about you. It unveils opportunities for customers, but it’s not transactional. It builds trust. That’s why it’s a powerful tool in go-to-market, when done well.
Key Takeaways:
*Buyer journey is almost entirely independent of vendors / self-serve (Gartner, McKinsey, TrustRadius, Bain).
*Vendors have little to no credibility without existing relationships. They must build trust with buyers if they want to be in the frame before decisions are made.
*There are 3 types of content:
*1) Transactional, sales-y content, which does not build trust with buyers;
*2) Educational content, commoditized in categories like financial services or health care, which rewards quality and accuracy;
*3) Thought leadership content, which changes mindsets, influences the audience, and builds trust. It’s unique to you. It shows differentiated value. It’s hard to copy.
*Original insights & research are rewarded by executives, and by search & social media platforms (LinkedIn, SparkToro, Kickstand).
*The clear opportunity to influence and educate buyers is through high-value content that changes mindsets.
*It’s not enough to push your product with a large media budget, and just call it “thought leadership.” Buyers are smart.
*Insights need to be backed by data. The thinking can't be outsourced to AI or a public relations team.
*Thought leadership is a multistage endeavor. The first step is essential, but every step is necessary.
*As detailed in episode, you need:
*1) a clear framework for surfacing unique, nonobvious insights that help your audience get better;
*2) multiple formats that package up insights and make it easy for your audience to consume the insights wherever they are - social media, not on your blog;
*3) a launch plan + an ongoing strategy to deliver the insights over time, not just one press release and you’re done.
*Great thought leadership benefits customers even if they don’t buy from you.
_
Links:
https://dfnstrategy.com/buyerjourney
https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report
https://meetkickstand.com/wp-content/uploads/2023/11/Kickstand-Content-to-Conversion-EBook.pdf
https://searchengineland.com/what-is-information-gain-seo-why-it-matters-429763
https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/
Where to find Neeta:
https://www.linkedin.com/in/neetabidwai/
_
Where to find Good Revenue:
https://dfnstrategy.com/goodrevenue
Sound by RPS Audio
Hosted on Acast. See acast.com/privacy for more information.
Thought leadership is additive, newsworthy, and educational. It teaches your audience something they didn’t know. It challenges the status quo. And it helps your audience achieve a goal or get better at something they care about.
It’s built on your expertise, but it’s not about you. It unveils opportunities for customers, but it’s not transactional. It builds trust. That’s why it’s a powerful tool in go-to-market, when done well.
Key Takeaways:
*Buyer journey is almost entirely independent of vendors / self-serve (Gartner, McKinsey, TrustRadius, Bain).
*Vendors have little to no credibility without existing relationships. They must build trust with buyers if they want to be in the frame before decisions are made.
*There are 3 types of content:
*1) Transactional, sales-y content, which does not build trust with buyers;
*2) Educational content, commoditized in categories like financial services or health care, which rewards quality and accuracy;
*3) Thought leadership content, which changes mindsets, influences the audience, and builds trust. It’s unique to you. It shows differentiated value. It’s hard to copy.
*Original insights & research are rewarded by executives, and by search & social media platforms (LinkedIn, SparkToro, Kickstand).
*The clear opportunity to influence and educate buyers is through high-value content that changes mindsets.
*It’s not enough to push your product with a large media budget, and just call it “thought leadership.” Buyers are smart.
*Insights need to be backed by data. The thinking can't be outsourced to AI or a public relations team.
*Thought leadership is a multistage endeavor. The first step is essential, but every step is necessary.
*As detailed in episode, you need:
*1) a clear framework for surfacing unique, nonobvious insights that help your audience get better;
*2) multiple formats that package up insights and make it easy for your audience to consume the insights wherever they are - social media, not on your blog;
*3) a launch plan + an ongoing strategy to deliver the insights over time, not just one press release and you’re done.
*Great thought leadership benefits customers even if they don’t buy from you.
_
Links:
https://dfnstrategy.com/buyerjourney
https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report
https://meetkickstand.com/wp-content/uploads/2023/11/Kickstand-Content-to-Conversion-EBook.pdf
https://searchengineland.com/what-is-information-gain-seo-why-it-matters-429763
https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/
Where to find Neeta:
https://www.linkedin.com/in/neetabidwai/
_
Where to find Good Revenue:
https://dfnstrategy.com/goodrevenue
Sound by RPS Audio
Hosted on Acast. See acast.com/privacy for more information.
42 min