Thought leadership content is a term that has been used quite often in digital marketing. One could even say that it has been overused. In a world where branding and marketing content is generated constantly, it is but natural that the tag of ‘thought leadership’ has often been attached to any type of content. Why does this happen?
Many leaders and C-suite executives feel the pressure to put out ‘thought leadership content’ to keep up with the competition and because it is what is expected of them. When it becomes an obligation or even an afterthought, the content ends up being hastily written by others in the organization or outsourced to agencies without a proper plan.
Is outsourcing thought leadership content really bad?
The short answer is no. And we are not just saying that because we are an agency. Like any question, the long answer is more complicated and can be better understood by posing several further questions.
1. Why do you want to create thought leadership content?
If your goal is to churn out content because it is the ‘in thing,’ you might want to rethink your strategy. Thought leadership articles must be thought-provoking. It must share your unique perspective on a particular topic, and build credibility and trustworthiness. An article or video filled with buzzwords and cliches is not thought leadership content.
As a current or aspiring leader in your industry, you must have a clear end goal of creating thought leadership content. What is the message you are trying to share with your audience? What do you hope to achieve? These are just some questions you must ponder before crafting your thought leadership strategy.
2. Do you have enough time to devote to thought leadership?
This is a tough question indeed. As a leader, your responsibilities are vast. You have teams to guide, tough decisions to make, and an organization to grow. While you might be keen on creating thought leadership articles, posts, or even videos, you might simply not have the time. Something else might take precedence. This is where outsourcing has a role to play.
Working with a trusted partner can go a long way in creating thought leadership content. Just as you are an expert in your field, a marketer is an expert in theirs. With their help and support, you need not devote long hours to thought leadership. Instead, you can spend some amount of time disseminating your ideas and let someone else present your vision in an engaging format. A fixed schedule with a thought leadership partner will help you be organized and ensure that content is published at a good frequency.
3. What part of the thought leadership content should be in your control?
When done right, thought leadership content answers pressing questions in an easily digestible format and establishes you as a prominent expert in your field. Since it is something that is so close to your heart, you might be reluctant to let someone else control the reins – even for a short period of time. On the other end of the spectrum, it might be tempting to let someone else take over completely. Both extremes are not ideal.
What should be in your control: The vision and direction of what you want to present as thought leadership content, the core ideas, descriptions of your research and/or experiences, and the tone of your voice.
What need not be in your control: Actually creating the content – be it an article, a video, an infographic, or a podcast, these can be done by a professional who understands you and your perspective. Additionally, posting the content on different media platforms, promoting the content, and creating schedules for future content pieces can also be done by a professional.
Invest in a trusted partner
Thought leadership is important for you and your brand. Establishing a presence by creating meaningful and valuable content is an excellent way to build brand awareness, garner the trust of your buyers, and even improve your leadership skills. By investing in a trusted partner, you can not only share your thoughts with the world at large but also focus on growing your organization or brand.
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Contact us to know how we can help you in your thought leadership journey.