Optimize Your Thought Leadership for Success
Creating thought-leadership content that’s interesting to your audience isn’t easy. According to a Value of B2B Thought Leadership Survey, common content mistakes that consumers dislike include:
- Too generic—not directly relevant to me (63%),
- Lacked original insight or ideas (58%)
- Promoted the adviser rather than addressing my problems (53%).
Andrew Rogerson, co-founder of Grist content marketing agency, shares his opinion at the Marketing Insider Group blog on the first step to ensure your thought leadership content is working:
If you want to know how to create content that works—compelling, helpful, brand enhancing—first you need to face up to failure. You need, in other words, to identify what doesn’t work and understand why the content produced to date leaves readers underwhelmed or, more likely, the content unread.
Here are a few things to ask yourself before publishing thought leadership content:
- Does it provide actionable recommendations to go with the concepts?
- Are the opinions in your content substantiated?
- Is it easy to read?
- Is the content fresh/forward thinking?
- Is the content obviously self-promotional? If so, consider reworking to be more focused on providing insight and action items.
Read Rogerson’s full ruminations on thought leadership below.
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