Formalise training for thought leadership

Seven in ten decision-makers stated that less than half of the thought leadership content they read, watch, or listen to is valuable. This should not be surprising. The field is crowded and competitive, with more businesses, big and small, jumping on the thought leadership wagon.

Indeed, the number of thought leadership contenders has increased. Although thought leadership isn't new, digital marketing technology has catapulted its wide use. Ostensibly, many erroneously see thought leadership as an upgrade of their content marketing endeavours. However, in doing so, they need to acknowledge a stark difference between the two concepts.

A poorly conceptualised and presented thought leadership piece comes with a heavy price. Aside from failing to build and cultivate trust, it risks the business's or brand's credibility. And since credibility plays a big part in differentiating the business and brand, the stakes are high.

Change Is the Only Certainty

The speed of change has accelerated in the digital age. Knowledge obsolescence sets in fast. Failure to keep up is costly. Lifelong learning is the mantra people are encouraged to possess to survive and thrive in the Fourth Industrial Revolution.

Businesses and brands must remain adaptable and agile because these qualities help them be responsive to changes in the business environment. Above and beyond this, these two qualities can place businesses and brands in a position to lead change. However, to realise the benefits of thought leadership, businesses and brands must put in their best effort. Unless a keen and trained mind is set on the task, the results will be, at best mediocre.

Benefits of Formalized Training

Knowledge Management

Access to a vast body of data and knowledge is easy with IoT. As such, possessing them isn't a competitive advantage in itself. Instead, the organisation, analysis, and interpretation of data and knowledge turn them into insights. Subsequently, the insights are transformed into action contained in the content.

While experience can be a good teacher, coupling it with training enhances the output quality at the various stages listed above. For example, training to interrogate data can help uncover hidden gems buried in the patterns.

Using the Latest Tools and Techniques

There is always a new and better tool or technique in the marketplace. One can be left gasping for air just trying to keep up. Identifying the tool or plan to use is the easy part. More important is learning to use these new tools and techniques effectively. Whether it is the platform to air your thought leader's voice or AV equipment to produce a video, the right tool and process can augment the quality of your thoughts and ideas. But you need to know how to use it.

Entrenching the Learning Mindset

A key ingredient of successful thought leadership is data-centricity. Hence, possessing a learning mindset is essential. This mindset is a byproduct of training. When learning stops, the opportunity to explore and make discoveries that benefit your target audience diminishes.

5 Types of Training

I have identified five types of training to get businesses and brands started on a formalised training program as part of their thought leadership plan.

Data Visualization and Storytelling

Regardless of their platform, a compelling storyteller is captivating, inspiring, and triggers action. Fortunately, storytelling is a skill that can be learned. Nothing can be more frustrating than not being able to articulate or express a groundbreaking solution.

Research

Unless your thoughts and ideas are substantiated by empirical evidence, they remain assumptions. Even anecdotal observations are not good enough. The target audience may not be moved to act on them.

The main difference between research that produces valuable insights and one which is nothing more than a good story is structure. Poorly conceived research is akin to groping in the dark. There will be nothing to show for it. On the other hand, proper research training will stand you in good stead to make discoveries that matter.

Data Analysis

While creativity remains essential, data analysis has crept up a few notches. With the massive amount of data out there, primary and secondary, making sense of them is a skill to be learned. A well-trained data analyst sees the bigger picture when the dots are joined. On the other hand, one that is not well-trained considers the end of a task.

Media Planning

An omnichannel presence is a must. It has been reported that omnichannel campaigns produced an 18.96 per cent engagement rate compared to only 5.4 per cent among those that use a single channel.

An omnichannel strategy is more than just ensuring your content is available everywhere. More critical is deciding the type and format of the content to be produced for the channel to achieve optimal impact. This can be learned.

Competitor Analysis

There are many facets of the competition that need to be grasped. Without the relevant knowledge, flying with one engine turned off would be like flying.

Only some things about the competition need to be known. But what should you know? Why would it impact your strategy and campaign? How do you respond to it? The right training can help you answer these questions. At the very least, you will avoid being overwhelmed and fighting the wrong battle with your thought leadership strategy.

The Impact of Formalized Training

A well-received thought leadership strategy and the campaign confluence many factors. One is the quality of the training of the people behind it. They take the content to a much higher plane and do not just distinguish it from good content.