A thought leader carries a level of credibility that makes others want to pay attention to what they have to say giving them a competitive advantage. This is extremely important for brands, whose goal should be to have a handful of well-respected thought leaders on staff giving the overall brand a higher level of credibility in front of clients, employees and industry observers. But there is more to it than just that.
Thought leaders provide insight based on their experience and passion. They share their expertise through industry stories, blog posts, videos, infographics, eBooks and on social media. By providing real value through these channels and as they build a reputation, they attract business, especially in the B2B market.
Two-thirds of executives, according to a study by Grist, look for thought leaders to help them stay ahead of the curve. Furthermore, executives are more willing to buy from thought leaders, especially in the complex world of B2B sales. They are even willing to pay a premium to work with thought leaders.
That competitive advantage comes from five emerging trends, all of which add to the importance of positioning yourself as a thought leader.
PR has proven to help establish, solidify and reinforce thought leaders. PR representatives, particularly at agencies that understand the market, can introduce a brand’s thought leaders to respected journalists who are always looking for trusted, credible sources of information to either contribute insights to a story, or author inspiring and thought-provoking opinion columns. Through these vehicles of communication, readers will gain exposure to you as a thought leader and obtain a higher level of comfort and trust with your brand.
Thought leadership is an important brand building tool. By harnessing your experience and passion, you can give your business the opportunity to grow and expand. Learn how we can help promote your brand’s thought leaders by contacting our expert PR team today.