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Lydia Bury

Digital Marketer

Would you rather be a leader or a follower? Sounds like an obvious question but many brands fall into the trap of being a follower when it comes to their content marketing. In today’s crowded marketplace, consumers are being bombarded with similar content from brands, content that is failing to resonate or make an impact. So, in order to stand out from your competitors, you need to do something different.

Building thought leadership is all about using content marketing to portray your expertise and experience, showing your customer base that your brand is a credible source of information. By doing so, you can ensure that your brand stands out from the crowd and establish yourself as the go-to for finding the information that your target market needs.


Now more than ever, it’s a time for providing information, being useful and educating people. Think of it as a brand investment that will pay dividends in the long term. Not only will building thought leadership establish your brand as an industry expert, but it develops trust between your audience and you. This trust goes a long way to gaining loyalty and moving your audience down the marketing funnel.


So, how do you become a leader and not a follower? We’ve got four tips below to help you build thought leadership through content marketing.


Be Selfless

Everyone has an agenda, and your customers know this. So, instead of creating content that aims to convince your audience to buy your product or service, defy their expectations by giving them something for nothing. Share your insights and expertise with your audience, no strings attached.


By focusing your efforts on providing the content that your audience is actually interested in, whether it entertains, teaches or informs, you’ll find yourself with a tribe of potential customers who now trust your brand.


Know Your Audience

Our next tip is to make sure you know who your audience is and what types of information they’re looking for. Put yourself in your customers shoes – if you were them what pieces of information would you want to know about your product or service? It’s also worth carrying out extensive keyword research to see what your target market is actively searching for.


Once you have these topics, serve your audience with authoritative content pieces that provide the best possible answers to the questions they’re looking for. Whether you choose to do this through blog posts, evergreen content, video or another way, you’ll find that your customers will begin to keep an eye out for your future content.


Demonstrate Your Confidence

This tip is all about the way in which you present information to your target market, your tone of voice and the image that you portray. When building thought leadership you have to show your customers that you are confident and have a wealth of experience. It is this that will prove your brand to be a credible source of information and develop trust between you and your audience. 


Have an Opinion 

Finally, tell your audience what your opinion is on the topic you are discussing. By doing this, you’re proving your experience and showing the confidence that you need to establish yourself as a thought leader. Additionally, by telling your customers what you think, you’re providing unique information that consumers can’t find elsewhere. This is a really effective way of proving that your brand is a leader and not a follower.

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