Thought leadership needs a reappraisal. For too long it has been tacked onto marketing campaigns without any investment into the very thing that makes thought leadership such a valuable tool for B2B brands – thoughts.
Thought leadership should be about doing something that truly leads from the front. Either being bigger and better and more informative – or simply more original. But so often, thought leadership campaigns fall flat because they don’t stand for anything other than inflating egos or sharing superficial insights that fail to say anything new or interesting.
To achieve real thought leadership with meaningful impact, you need to impart information or inspiration (or even better, both). Give your customers an advantage by giving them fresh ideas or useful facts. Provide them with advice on how to overcome problems. Help them see their industry more clearly. Give them a way to impress at the next meeting with the boss.
The thinking behind the very piece you are reading now was to practise the thought leadership principles that we preach. the knowledge is a way for us to put forward a unique viewpoint. To cut through the noise. And to do it in a way that is original and memorable.
We hope this edition encourages you to see thought leadership through new eyes and inspires a new generation to be pioneers of thought.
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