Thought Leader Marketing: Ads on LinkedIn vs. SEO
Posted: Wed Dec 04, 2024 9:09 am
Thought leader marketing will play an even more important role for B2B companies in times of uncertainty. Thought leadership, i.e. the presentation of expert knowledge and opinion leadership, can be carried out by both technical experts and members of a company's management .
A thought leader is a thought leader or opinion leader in an area that is relevant to customers and interested parties, who recognize trends, shape a topic and take ownership of it. A central goal is often to win over new interested parties and customers. However, the basis is to create an active community of enthusiastic brand fans who work together with the thought leader to achieve the ambitious brand goal.
Decision makers and business leaders in particular crave content from thought leaders . Decision makers expect high-quality thought leadership to offer a strong, data-backed viewpoint on how to succeed. As self-education becomes a normal step in the B2B buying process, it's important that your brand is well represented in this space.
When it comes to complex decisions in the B2B environment, it has been shown time and again that people do not necessarily choose a company because it can solve the customer's problem - they choose a company because they understand and identify with its approach to problem solving .
What better way to demonstrate your approach to problem-solving than to tell the story through the employees who live it? In times of disruption and uncertainty, thought leaders should focus on delivering high-quality content that is relevant, trustworthy and action-oriented.
C-Level or Subject Matter Experts: A Question of Strategy
There are two approaches to thought leader marketing with significant differences in approach and impact:
Subject matter experts as thought leaders: Tend to focus on their specific area of expertise. Their thought leadership content often offers detailed insights and solutions to specialized topics and is technical or subject-specific in nature. They present at professional conferences and their authority is based on their expertise and experience in a particular field.
The target audience is often a professional audience interested in specific, technical or detailed information. The goal is often to share knowledge, drive innovation and influence professional discussions.
C-Level Thought Leader : Focuses more on broader business strategies, industry trends and company leadership.
Their content can address overarching topics such as company culture, market changes and long-term vision. Their thought leadership relies on their experience in company management and their ability to assess higher-level business strategies and developments. Targets a broader audience, including other executives, stakeholders and potential business partners. They often have a greater reach and can appeal to a wider audience.
In addition to sharing knowledge, they also aim to strengthen the company image, build trust with stakeholders and position the company brand.
Both forms of thought leadership are valuable, but they serve different purposes and appeal to different audiences. While subject matter experts share their deep knowledge in a specific area, senior management members are more likely to offer a holistic, strategic perspective on industry-wide or company-wide issues.
To identify opinion leaders in your company, you should pay attention to the following points:
Expertise and knowledge: Look for employees with deep expertise and experience in your business area. Opinion leaders are characterized by comprehensive knowledge and competence.
Communication skills : Opinion leaders should be able to communicate Afghanistan Phone Number Resource their ideas clearly and persuasively. Look for employees who can present complex topics in an understandable and engaging way.
Influence and network : Check whether the person is well connected inside and outside the company and whether he or she already has influence on colleagues, customers or the industry.
Commitment and enthusiasm : Opinion leaders are often passionate about their work and actively engage in discussions and projects.
Innovative spirit : Look for employees who bring new ideas and challenge the status quo. Opinion leaders are often pioneers in introducing new concepts and processes.
Credibility and trust : Opinion leaders enjoy the trust of their colleagues and superiors. Their credibility is based on their integrity and professional conduct.
By considering these criteria, you can identify those in your company who have the potential to act as opinion leaders and effectively represent your brand.
A thought leader is a thought leader or opinion leader in an area that is relevant to customers and interested parties, who recognize trends, shape a topic and take ownership of it. A central goal is often to win over new interested parties and customers. However, the basis is to create an active community of enthusiastic brand fans who work together with the thought leader to achieve the ambitious brand goal.
Decision makers and business leaders in particular crave content from thought leaders . Decision makers expect high-quality thought leadership to offer a strong, data-backed viewpoint on how to succeed. As self-education becomes a normal step in the B2B buying process, it's important that your brand is well represented in this space.
When it comes to complex decisions in the B2B environment, it has been shown time and again that people do not necessarily choose a company because it can solve the customer's problem - they choose a company because they understand and identify with its approach to problem solving .
What better way to demonstrate your approach to problem-solving than to tell the story through the employees who live it? In times of disruption and uncertainty, thought leaders should focus on delivering high-quality content that is relevant, trustworthy and action-oriented.
C-Level or Subject Matter Experts: A Question of Strategy
There are two approaches to thought leader marketing with significant differences in approach and impact:
Subject matter experts as thought leaders: Tend to focus on their specific area of expertise. Their thought leadership content often offers detailed insights and solutions to specialized topics and is technical or subject-specific in nature. They present at professional conferences and their authority is based on their expertise and experience in a particular field.
The target audience is often a professional audience interested in specific, technical or detailed information. The goal is often to share knowledge, drive innovation and influence professional discussions.
C-Level Thought Leader : Focuses more on broader business strategies, industry trends and company leadership.
Their content can address overarching topics such as company culture, market changes and long-term vision. Their thought leadership relies on their experience in company management and their ability to assess higher-level business strategies and developments. Targets a broader audience, including other executives, stakeholders and potential business partners. They often have a greater reach and can appeal to a wider audience.
In addition to sharing knowledge, they also aim to strengthen the company image, build trust with stakeholders and position the company brand.
Both forms of thought leadership are valuable, but they serve different purposes and appeal to different audiences. While subject matter experts share their deep knowledge in a specific area, senior management members are more likely to offer a holistic, strategic perspective on industry-wide or company-wide issues.
To identify opinion leaders in your company, you should pay attention to the following points:
Expertise and knowledge: Look for employees with deep expertise and experience in your business area. Opinion leaders are characterized by comprehensive knowledge and competence.
Communication skills : Opinion leaders should be able to communicate Afghanistan Phone Number Resource their ideas clearly and persuasively. Look for employees who can present complex topics in an understandable and engaging way.
Influence and network : Check whether the person is well connected inside and outside the company and whether he or she already has influence on colleagues, customers or the industry.
Commitment and enthusiasm : Opinion leaders are often passionate about their work and actively engage in discussions and projects.
Innovative spirit : Look for employees who bring new ideas and challenge the status quo. Opinion leaders are often pioneers in introducing new concepts and processes.
Credibility and trust : Opinion leaders enjoy the trust of their colleagues and superiors. Their credibility is based on their integrity and professional conduct.
By considering these criteria, you can identify those in your company who have the potential to act as opinion leaders and effectively represent your brand.