Content is king, but how do you make sure your content cuts through the noise and has a real impact? One really effective way to get your content seen by your target audience and position yourself as an authority and trusted voice in your industry is by creating thought leadership content.  

Why thought leadership content-isn’t that the same as a blog? 

Think of how much expertise you have within your business. What if you could harness that to create content that goes above and beyond the blogs and articles that your audience can easily find on Google? Thought leadership content is not just a blog, it encapsulates your unique ideas and opinions on any given topic, adding value, rather than just churning out information for the sake of it.  

It could be just the way to start a conversation with potential new clients. Did you know that according to LinkedIn research*, 58% of decision-makers read thought leadership content each week, spending an average of an hour doing so? 60% said thought leadership content had persuaded them buy a product or service. Food for thought.  

How to get started with thought leadership content  

Be strategic: Focus on creating content for the platforms where your target audience spends their time. This could be LinkedIn and/or industry publications.  

Choose your topics: Make a shortlist of topics to specialise in. What challenges do your target audience face? What are the burning questions you’re often asked? What are the hot topics in your industry right now? Focus on a few key areas and make sure your content is relevant to your audience, thought-provoking, and supported by evidence/data where possible.   

Dare to be different: You may find yourself wanting to write about a topic that’s been written about countless times before, and that’s fine, just be sure to offer your unique take on it. You never know when it might start a conversation with just the right person. Our MD Angus writes a thought leadership piece every month where he shares his expertise and viewpoints on everything Ag. It always sparks discussions and often leads to new opportunities. You can find Angus’s ‘Inside Track’ articles here.  

Use a conversational style: Even if your subject of choice is technical, use conversational language so your content has the feel of you having a discussion with your audience. This is far more engaging that a couple of pages of jargon.  

Engage with your audience: Don’t post or publish your content and run. If you’ve shared your content with people and they’ve taken the time to engage with it, make sure you respond to comments. Another good way to build relationships is to engage with other thought leaders in your industry. Comment on their content and share it. Connecting with great minds that think alike benefits everyone.  

No time to write your thought leadership content? 

No problem. At RDP, we can take your insights and transform them into something special which resonates with your audience. All while sounding exactly like you. Find out more about how we can help you craft a content strategy that turns your expertise into revenue.  

*LinkedIn research: https://www.edelman.com/research/2019-b2b-thought-leadership-impact-study