5 Reasons Why You Need to Create Thought Leadership Content Now

2020 has certainly been the year of re-thinking how we do content. 

I saw plenty of this in action as I judged the Content Marketing Category for the Australian Marketing Excellence Awards this year. So many new expressions, and applications of how to do content. 

And this simple message remains more vital than ever, for anyone who has anything to do with growing a business or building a brand (yours or anyone else's!).

Content matters.

Why? Because it's the only type of marketing people actually WANT to engage with! 

This time last year marketing futurist Gary Vaynerchuck predicted that in 2020, knowing how to create content will be as essential to a business as knowing how to manage cashflow.

And that was pre-pandemic. Which drove just about everything online. Talk about foresight. 

Just being real for a second, the thought of creating content does scare a lot of people.

But the reality is, it doesn’t have to be complex. In fact, right now simple and to the point is what is getting the most eyeballs. 

It can be anything that is watched, read or listened to that informs, entertains, enlightens, teaches or helps.

Besides being the best way to demonstrate who you are and what you stand for, your content is how you will attract and build a powerful connection with the people who most want to buy from you.

Not to be confused with sales and promotional material its objective is to build a strong relationship with your audience, so when they're ready to buy, they choose you!

To speed up the process of getting them to KNOW, LIKE and TRUST you.

It can be: 

Video, Audio, Written,

 Imagery, Graphical, Experiential.......

 Stories, Teaching, Resources....

 …..there are literally thousands of ways to create it and distribute it. If you want my free Beginner's Guide to Getting Started with Content Marketing - just click here (no opt-in or email required!)

It's an attractive alternative to paid advertising because it's FREE (and when done well, WAYYY more compelling!) - so it represents a huge opportunity. Chances are most people are attempting some version of it already, but there’s a big problem.

Guilty of going around in circles, maybe?

Most people focused on growing a brand have no idea how it all fits together, or how to make sure it moves people towards your business goals.

And as a result, they suffer from “shiny object syndrome” bouncing from one idea to the next, to the next, and having a whole pile of “unfinished” going on with nothing to actually show for it, much less commercial results.

And they miss the most important "little" things that need to be done but that add up to big results over time.  

The key to effective thought leadership content is quality, relevancy, connection and consistency.  

To do successful content marketing you need ALL of these!

This is why so many "cookie-cutter" approaches to mass-producing and using templates for content, or random strategies cobbled together just doesn't get results. 

It’s not engaging if it’s not authentic.

And if you can’t get it in front of the right people, it’s not going to have the effect or impact it needs.

Regardless of the time, effort and money you put into it. 

The long route vs the short route

I'm guessing that if you made it this far into the article, that there's a reason you're doing so.

I'll venture a step further and say that inside you is so much knowledge, brilliance and passion to share with the world!

So - doesn't it make sense to extract that brilliance and turn it into compelling content - then get it out to the world it in a simple, scalable and effective way?

Of course it does, and there's a "fast-track" way to do it too.....

The "Content Marketing "Expressway".

It's called Thought Leadership - and it's undoubtedly the most powerful and high-converting form of content right now. 

Here are 5 quick insights that will show you why Thought Leadership is hands down best type of content to master right now! 

1. It's Strategic

Out of all the different types of content you can produce thought leadership is the most reliable for consistently generating business outcomes. 

2. It's Efficient

You've probably heard that people need to know, like and trust you to do business with you. High-calibre on-brand thought leadership content is an "all-in-one" to do just that! 

3. It's Effective

According to a recent large-scale study by global marketing giant Edelman, 75% of decision marketers follow an organisation or writer based on their thought leadership.

4. It's Commercial

58% of business decision-makers said they award business based on a person or organisation's thought leadership!

5. It's Lucrative

The study also revealed by 61% said they would pay a premium based on quality thought leadership. 

Put simply - simply the most powerful type of content to convert followers into leads, and leads into customers!

?And who doesn't want that - right!

Global brands and personalities understand the power of thought leadership and Forbes Magazine cites thought leadership as being "the fastest growing marketing discipline". 

So how's your content creation muscle?

Sure, maybe you flex it now and then, maybe you realise it needs some serious work, but are you active and intentionally building it?

If you need a bit of help, there's plenty at hand I'm also doing weekly Livestreams here on LinkedIn - usually at 12pm AEST Thursdays all with actionable takeaways each week. 

You can also head over to my podcast, The Content Connection, for some snappy and to the point insights and strategies that will help you become a better thought leader and content creator.

And if you've got any questions, post below -  I'm here to help!