With the dawn of the internet, individuals have access to expand their knowledge base and learn whatever they desire. And with this quest for knowledge comes a quest for understanding—consumers want to know the brands they support and the employers they work for. It’s not enough to claim you’re good at something—you must be able to demonstrate that skill to get the market on board. You can do this through thought leadership: the concept of establishing your expertise by offering guidance and information people can use.
The importance of thought leadership
You can increase your web presence and online influence by showcasing your business as an expert in your industry. Thought leadership transitions you into a go-to resource when consumers have questions—helping your business stay top-of-mind when they have a need only your business can fill. Plus, you can establish your individualism.
Staying unique in a sea of competitors
Being original is so important these days, as the marketplace demands a more personal edge to businesses. Consumers want to know who you are, what makes you tick and why they should buy from you (or work for you) instead of the competition. Thought leadership allows you to show the public what makes your business unique, giving it the personal edge your public demands.
How to establish your company as a thought leader
The internet and social media offer a myriad of options. You can try any of the following:
- Company blog
- Social media sharing on Facebook, Twitter, Instagram, Pinterest, etc.
- White papers
- Website content
- YouTube videos
Thought leadership best practices
Once you’ve identified your contribution vehicles, remember to maintain quality control. You can do this through:
- High-quality content. What you share will only matter if it’s high quality. Your communication should always provide what your title promises to deliver, and do so with well-written, error-free content. Give your readers what they’re looking for through research to determine information holes and timely topics in your industry.
- If you post blogs, do so on a regular basis. If you provide eBooks and white papers, keep churning out new ones. Your readership will get bored and stray if you fail to provide them with fresh information.
- Audience understanding. Who is your target market? The consumers who are shopping for your product or service. This is who you should be speaking to. Be sure you understand the ins and outs of their unique needs and then communicate to address them.
- Working with others in your industry. If your business is not yet well established, partner with one that is. For example, post an interview on your blog, or co-write a white paper with another industry leader. On your way to the top, the influence of well-respected peers will help.
Looking for new staff?
You’re working hard to establish your brand and may need to round out your staff. If you’re in search of the best and brightest in IT, engineering, human resources, administration or light industrial, contact McGrath Systems. We’ll work with you to understand your needs and place you with the right workers. To learn more, contact McGrath Systems today!