Why is thought leadership important?
Clients and customers want to work with companies they ‘know, like, and trust’, and this trust can be built by demonstrating your knowledge and expertise.
Decision-makers within companies - big or small - spend time reading and watching content online. Well-crafted content that delivers a concise message has the potential to influence how people view your brand and, crucially, their buying behaviour.
49% of decision-makers say that thought leadership can be effective at influencing their purchasing decisions.
89% of decision-makers say thought leadership enhances how they view a brand or organization online.
Edelman and LinkedIn Research, 2020
So why are so few people sharing thought leadership pieces?
It’s possible that organizations don’t realise the impact that sharing thought leadership can have. Without clear measurement of what impact this has on a brand, this activity may be pushed to the back of the to-do list.
My experience in working with clients on their LinkedIn strategy teaches me that many would like to share thought leadership content but feel they don’t have the skills or experience to know how to do this.
If you want to learn how to use thought leadership to help your business or organization, read on.
Thought leadership on LinkedIn can take the form of writing posts or articles, commenting on other people’s content, and sharing video.
Use your knowledge and experience to create content that answers your audience’s key questions.
Put yourself in the mind of your audience – what can you share with them today that will be of service to them?
What does your audience want to learn from you?Here are three key areas to focus on:
Why does this matter?
On the LinkedIn Business blog, C-suite figures back up the importance of sharing thought leadership.
47% of C-suite executives say they shared contact information after reading thought leadership.
45% of decision-makers say thought leadership compelled them to invite an organization to bid on a project when not previously considering them, and 57% of them say thought leadership directly led to awarding business.
61% of C-suite executives say they’re more willing to pay a premium to work with an organization that has articulated a clear vision.
LinkedIn Business Blog: Marketing Solutions
Maybe you’re thinking you haven’t got time for this. But the good news? Sharing one thoughtful piece on LinkedIn per month in the form of an article, or showing up with a short video once a week is all it takes.
Three different ways to share your thought leadership on LinkedIn
Writing an article for your LinkedIn profile takes a bit of time and effort. And yes, articles get less views than posts. However, your ideal audience or potential clients will do their due diligence when looking to work with someone. And this includes checking what articles you have written. A well-crafted article will show up in search results online. So use keywords and consider what your ideal reader is searching for.
Also, by highlighting your article in the Featured Section of your profile, you can make it easier for your readers to find your pieces.
