Posts in Thought leadership

5 pitfalls IT and tech companies need to avoid with their thought leadership content

Having carved a career in the world of B2B marketing for the IT and tech sector, I’ve read more than my fair share of thought leadership content.

When it’s good, it’s REALLY good – full of wonderful words that make you stop and think, perhaps question what you thought to be true, and help you to understand how to move past a particular issue with simple actions.

But when it’s bad…

Urgh, it’s dry, dull, boring, tedious…

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What makes a good subject matter expert?

When I started my career, I’d never heard the term ‘subject matter expert’ before. I guess it’s one of those lovely business jargon phrases that means everything and nothing.

And then working for a marketing communications agency I was suddenly exposed to plethora of specialists who had crazy in-depth knowledge in a particular area…

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Be smart with punctuation

True story…

I never enjoyed English at school. In fact, it was one of my least favourite subjects – right behind geography (which I was advised not to continue at GCSE-level) and history (which baffled me with its left wing / right wing, remember 101 different political leaders and their hugely complex manifestos).

And it didn’t help that my teacher was less than encouraging.

Sure, she adored my best friend, who was that annoyingly gifted child who ‘got’ everything and never had to try in order to achieve straight A* grades. But me – a straight B student, who literally put blood, sweat and tears into every single assignment and examination – she just wasn’t bothered.

And the nail in the coffin…

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Where does thought leadership content fit into the sales cycle?

Your sales strategy will comprise 2 things:

  1. The ‘low hanging fruit’, ‘quick wins’ or other jargony phrase that means sales today.
  2. The long game, aka establishing the mechanisms that deliver a steady drip feed of leads that sustain your business for tomorrow.

Thought leadership content falls into the latter category because it should form part of a broader campaign that builds momentum around a particular topic/trend/idea/product/service.

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Why is thought leadership content important?

It creates a strong brand

Nearly half (46%) of business owners have invested in publishing books or thought leadership content. That’s because it’s great for building a strong brand since it demonstrates that you have something of value to share with your audience, whether exploring new ideas/trends, sharing best practice or attempting to challenge the status quo with new thinking.

Thought leadership helps you to communicate more clearly, challenges the way your customers think, and uses research, data and industry insights to back up your position and enforce your credibility.

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