The Value of Thought Leadership
How Thought Leaders Achieve Digital Notoriety And Build Brand Authority
"When a thought leader shares their opinion, they inspire those who listen." - Erin Brandt, Co-Founder, PortaLaw.
Whether it's networking events, speaking engagements, or social media, people have always sought out thought leadership content as a means of educating themselves.
Over the last few years, individuals and businesses have increased efforts to capitalize on thought leadership content—and for good reason. A 2020 study by Edelman found that 42% of decision-makers are willing to pay a premium to work with an organization that produces thought leadership. The study also found that higher-quality thought leadership generates a greater brand and sales impact.
Thought leadership is nothing new. Whether for personal or professional issues, individuals have always looked to others for general guidance, particularly during times of upheaval.
And with rampant uncertainty plaguing the world, right now is the time to step up as the premier thought leader in your field.
Why Be A Thought Leader?
Being a thought leader puts you at the forefront of what's happening around you, placing you in a position to influence change.
Anyone can explain trends as they unfold, or for that matter after the event has taken place. But forecasting or influencing trends is a unique skill altogether, one that will get you noticed and respected.
"A thought leader is someone who pays close attention to shifts or trends in their market and summarizes or vocalizes them before others realize the shift or trend is happening or has happened," explains Rebecca Rochon, CEO of Pivot and Pilot, a full-service creative agency based in Vancouver.
More than that, however, a thought leader "takes a unique point of view based on insights from their original research. Their point of view challenges the thinking among their audience," says Heather Carter, owner of Digital Punch.
People turn to thought leaders for guidance because they provide value by sharing what they've learned through the successes and failures they have experienced, says Andrea Merkel, a Vancouver-based creative consultant. Thought leaders provide their audience with an opportunity to learn from their mistakes and achievements and give them a sort of cheat code or guidebook on what to expect, one that their audience comes to rely on heavily.
When you provide value, help solve problems, or even play a hand at achieving people’s dreams, you're rewarded for it with a loyal follower base. Your audience will grow, and your brand authority with it.
In Merkel’s opinion, thought leaders are conscious leaders, who understand the value of making decisions based on the impact they will have on others and not just themselves. They do what is in the best interest of the greater good.
What Being A Thought Leader Involves
Becoming a thought leader means becoming the go-to expert in your field. People want "someone who is a go-to source of information for an area of expertise," notes Vinod Varma, CEO of Shop and Shout, an influencer marketing company.
That's because "they are relied upon to spot trends, identify and explain misconceptions, and help guide others to achieve success in a particular field through their depth of knowledge and perspective," he continues.
As instigators of change, thought leaders must be curious enough about the world, and ask questions to challenge the status quo, muses Ada Slivinski, Principal at Jam PR. Thought leaders must also be proactive in their efforts to encourage change.
It is who they are intrinsically and holistically; individuals who constantly stay abreast of upcoming trends, analyze them, form opinions, and disseminate them into the world. It is a way of life.
Their opinions and expertise wield great power. And with great power comes great responsibility. Thought leaders have influenced a whopping 76% of senior executive purchasing decisions. They have the authority to make or break brands based on what they suggest and should formulate and disseminate information and perspective with care.
The Rewards Of Being A Thought Leader
Like anything of value, becoming a thought leader takes hard work. But you will be rewarded for your efforts. People will come to you for guidance and get excited when they see new content from you. They will engage with your content and share it with others because it makes them appear like they're in the know, too.
You have it within yourself to become a thought leader. You just need someone to show you how. If you're ready to make the leap, register for the #TLCxDNA course: http://bit.ly/TLCxDNA
You will learn:
How to establish yourself as the go-to expert in your industry
How to become an active part of a highly engaged online community
How to create unique, high-quality content for your audience
How to measure and analyze the results from your thought leadership efforts