How to Get Stakeholders on Board with Thought Leadership Content: Building Awareness Beyond Lead Generation

The business landscape in the manufacturing industry has become highly competitive and fast-paced in an increasingly digital-first environment. During the pandemic, the importance of a company’s digital footprint has increased, and online presence has become a priority and an opportunity for companies to position themselves as thought leaders within the industry through their content.

However, in today’s inflationary environment, organizations are rethinking how they allocate resources, prioritize initiatives, and execute their content marketing efforts. Stakeholders may often have a narrow view of content marketing as only a “lead magnet.” They may become more focused on measuring the return on investment (ROI) of their thought leadership content and place greater emphasis on tracking metrics such as lead generation, customer acquisition, or revenue directly tied to the content marketing efforts to justify their expenses.

With that in mind, convincing them to continue to prioritize thought leadership content for awareness over lead generation can be a daunting task. The challenge lies in shifting the focus from immediate returns to a longer-term strategy emphasizing brand reputation, trust-building, and industry impact.?

Why Content Initiatives Are Met with Resistance

"At Copperberg, we strongly believe in the lasting power of thoughtful content, going beyond quick results. We see content as a key player in achieving industry leadership and overall success. Our clients have shown that overcoming resistance from top superiors is a shared experience, highlighting how impactful thought leadership can be in shaping a resilient and forward-thinking story." - Lisa Hellqvist , Managing Director, Copperberg

One primary challenge is the prevalent emphasis on immediate ROI. Stakeholders, especially those in sales and marketing roles, often prioritize lead generation due to its ability to provide quick and quantifiable results in the form of leads and sales. Content marketing for awareness, on the other hand, is a longer-term strategy that may not yield immediate outcomes. And so, stakeholders who are used to seeing rapid returns may find it challenging to embrace a strategy that requires more time to generate benefits.

Another hurdle is the short-term perspective that some stakeholders maintain. They may focus on quick wins and short-term revenue gains, making them less receptive to the idea of investing resources in thought leadership content that takes time to mature. Convincing them of the long-term benefits of this strategy can be a complex task as the proposition seems riskier to them and triggers their risk aversion and resistance to change.

The solution is to educate them about the concept and value of thought leadership. Many may not fully understand how it contributes indirectly to the organization's goals, such as brand building, reputation management, and long-term customer trust. Bridging this knowledge gap is a fundamental step in gaining their support.

The Value of Thought Leadership in Manufacturing

Before diving into how to get internal stakeholders on board, it's vital to understand the significance of thought leadership content in the industry, as it holds a pivotal role that goes beyond the mere dissemination of industry insights. It serves as a catalyst for various crucial aspects of a company's success.?

• Enhancing brand reputation: Thought leadership content paves the way for industry players to become industry leaders. By consistently delivering valuable insights, you build trust and credibility among peers, competitors, and customers. This, in turn, boosts your reputation and consolidates your brand as a trustworthy and strong presence.

• Staying competitive: The manufacturing landscape is in a perpetual state of change, with new technologies and trends emerging at a rapid pace. Thought leadership content becomes a reflection of your progress, relevance, and ability to keep up with this dynamic, ensuring you remain ahead of the curve. It serves as a testament to your commitment to innovation and adaptability, two qualities that are essential for staying competitive.

• Talent acquisition and retention: There is fierce competition for top talent in the industry as the older workforce approaches retirement. In your efforts to attract and retain the talent you seek, thought leadership content can be a differentiator. It positions your company as an industry leader and a sought-after workplace, making a compelling proposition that aids in both recruiting and retaining highly skilled professionals.

• Community building: Thought leadership content bridges not only knowledge gaps but also networking ones, facilitating deeper connections with customers, suppliers, peers, and other stakeholders. It opens doors to meaningful conversations and collaborations, ultimately enhancing your business relationships for mutual benefit.

• Educating the market: Manufacturing is a complex arena, and customers often require guidance to make informed decisions. This creates an opportunity to leverage thought leadership content for education, helping customers and peers make better-informed decisions. As a result, it not only expands their understanding of your offering but also nurtures demand for your products and services.

• Crisis management and resilience: We have seen first-hand during the pandemic that, in times of crisis or disruption, thought leadership can be a valuable asset. Your reputation as an industry leader can help you weather challenges more effectively and it inspires your peers and customers to follow your example. Thought leaders are often sought after for their opinions and guidance during volatile times.?

• Industry impact and regulation: Thought leaders in manufacturing often have a greater influence on industry standards and regulations. By actively participating in industry discussions, sharing best practices, and proposing innovative solutions, your know-how can drive positive change and help shape the regulatory landscape in ways that benefit your company and the industry as a whole.

"In the dynamic landscape of manufacturing, the last two points about crisis management and industry impact are often overlooked but incredibly valuable. Sharing expertise in these areas has been truly enlightening. Having attended all our Copperberg events over the last three years, I've witnessed firsthand how thought leadership not only navigates companies through crises but also influences industry standards and regulations. This sets Copperberg apart, showcasing our commitment to addressing the less-explored yet crucial aspects of success.” - Lisa Hellqvist, Managing Director, Copperberg

And so, thought leadership content in the industry is not merely a source of information but a strategic tool that can shape your company’s journey to success. It has a multifaceted impact on your brand, encompassing reputation enhancement, competitiveness, talent attraction, relationship nurturing, and market education. This makes it highly important to garner the support of internal stakeholders in your content marketing efforts. It is not only a profitable strategy for the long term but also an essential aspect of sustainable success and value creation within the industry.

Key Strategies for Getting Internal Stakeholders' Support

Now that we've established the value of thought leadership, let's delve into strategies for getting internal stakeholders on board—not because the primary goal is to see immediate returns, but because this will ultimately pay off in the long run, in ways not even your stakeholders can foresee.

1. Aligning with Company Objectives

One of the first steps in gaining internal buy-in for thought leadership content focused on long-term goals like awareness is to align it with your company's broader objectives. Ensure that your content strategy supports the overarching goals of the organization, whether that's market expansion, brand strengthening, or building industry relationships. To do this effectively:

• Conduct a gap analysis: Identify gaps in your current awareness and reputation within the industry. This could involve analyzing competitor positioning, market sentiment, or customer feedback.
• Show the big picture: Present a clear picture of how thought leadership contributes to reaching your company’s objectives. This might include case studies or success stories from other companies in your industry.
• Highlight long-term benefits: Emphasize that the benefits of thought leadership are not just immediate but also long-lasting. It's an investment that pays dividends over time.

2. Defining Clear Objectives and Metrics

To gain internal support for awareness-focused thought leadership, define clear objectives and metrics. This step helps in quantifying the impact of your efforts and demonstrates the value of these initiatives to stakeholders. Some key metrics for measuring awareness include:

• Brand mentions: Tracking how often your company is mentioned in industry publications, social media, and discussions.
• Media coverage: Measuring the quantity and quality of media coverage your thought leadership content generates.
• Website traffic: Monitoring the increase in website visitors, particularly those driven by thought leadership content.
• Social engagement: Analyzing the likes, shares, comments, and overall engagement with your content on social media platforms.

By establishing metrics like these, you provide your internal stakeholders with concrete data that showcases the effectiveness of your thought leadership content.

3. Creating Compelling Content

Once you've aligned your thought leadership strategy with company objectives and defined measurable goals, it's time to create content that resonates with both your audience and internal stakeholders. To do this successfully, you must:

• Understand your audience: Research the needs, pain points, and interests of your target audience to ensure that your content is relevant and engaging.
• Diversify content formats: Thought leadership is not limited to blog articles. In fact, the more depth your content has, the more compelling. So consider creating in-depth research reports, whitepapers, case studies, webinars, and workshops to cater to different needs and reach a broader audience.
• Leverage subject matter experts (SMEs): Encourage your internal SMEs to share their expertise. This not only adds authenticity to your content but also makes it more compelling and positions you as a trusted advisor within the industry.
• Highlight industry trends: Keep your content relevant by addressing current industry trends, challenges, and opportunities. This positions your company as forward-thinking and in touch with the industry's pulse.

4. Securing Internal Support

To effectively get internal stakeholders on board, you need their active support. This involves clear communication, collaboration, and demonstrating the value of thought leadership content and content marketing overall. There are three key steps that can help you achieve that and secure support:

• Educate and inform: Regularly update your internal teams about your content marketing initiatives. Help them understand the objectives, progress, and results. Hold training sessions if necessary to explain the role they can play.
• Encourage employee participation: Invite employees to contribute to your company’s content marketing efforts. This could involve sharing their insights and experiences or even participating in the process of content creation.
• Collaborate across departments: Break down silos within your organization. Involve various departments, including marketing, sales, and product development, in your thought leadership efforts. Cross-functional collaboration can lead to more comprehensive and impactful content.

5. Showcase Success Stories

Nothing persuades internal stakeholders better than tangible results. Whenever possible, showcase success stories that demonstrate the positive impact of thought leadership on brand awareness. You can do this with the help of:

• Case studies: Develop case studies that highlight how thought leadership efforts led to increased brand visibility, improved reputation, or industry recognition.
• Testimonials: Gather testimonials from industry peers, customers, or partners who have benefited from your thought leadership content.
• Internal recognition: Recognize and reward teams or individuals who have contributed significantly to building awareness.

"For many, partnering with someone like Copperberg has been instrumental in elevating the content strategy. Our expertise in creating diverse and impactful content types has significantly enhanced many of our customers’ performances. From insightful articles to comprehensive research reports and engaging webinars, We understand the importance of tailoring content to our audience's diverse needs. What sets us apart is not only our ability to craft compelling content but also our proficiency in reaching the right audience. It's not just about creating content; it's about ensuring it resonates with your target audience. And for us at Copperberg, making sure your thought leadership and the target audience needs align is what we do best.” - Lisa Hellqvist, Managing Director, Copperberg

Conclusion

In the manufacturing and field service industry, thought leadership can be a powerful tool for building awareness and enhancing reputation. To get internal stakeholders on board with such initiatives, it's essential to educate them on the value of content marketing and shift their perspective towards longer-term goals by aligning your efforts with the company's objectives, defining clear milestones and metrics, creating compelling content, securing internal support, and showcasing success stories.

At Copperberg, we understand the unique challenges and opportunities within the industry. By following these strategies and leveraging the value of thought leadership, you can elevate your company's reputation, foster industry relationships, and drive sustainable success through heightened awareness. Remember, in the world of manufacturing, thought leadership isn't just about generating leads; it's about shaping the future of the industry.