The Power of Thought Leadership in Building Trust and Revenue

Thought leadership is additive, newsworthy, and educational. It teaches your audience something they didn’t know. It challenges the status quo. And it helps your audience achieve a goal or get better at something they care about. That’s why it’s an incredibly powerful tool, when done well. 

In this episode of Good Revenue, host Neeta Bidwai covers:

• Why data-backed thought leadership changes mindsets, shows differentiated value, & is hard to copy 

• How thought leadership differentiates from transactional & educational content (and why insights can’t be outsourced to AI) 

• Extensive data supporting the effectiveness of thought leadership in today's business environment 

• Why original insights & research are rewarded by executives, search, & social media

• Self-serve buyer journey requires vendors to build credibility with buyer who won’t take meetings or answer phone calls

• A systematic framework for building, resourcing, and distributing a strong thought leadership program

• How to focus on the right KPIs to measure success and why good content builds trust, brand, and ultimately great revenue.

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Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

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Highlights:

00:00 Introduction to Thought Leadership

00:34 Defining Thought Leadership

01:42 Types of Content: Transactional, Educational, and Thought Leadership

05:04 The Importance of Thought Leadership in Competitive Markets

07:04 Data Supporting Thought Leadership

15:46 Framework for Building Thought Leadership

22:04 Executing Your Thought Leadership Strategy

27:52 Distribution and Media Strategy

35:19 Measuring Success: KPIs for Thought Leadership

41:02 Conclusion and Final Thoughts

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References:

• LinkedIn / Edelman report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report 

• Pavilion / Kickstand report: https://meetkickstand.com/wp-content/uploads/2023/11/Kickstand-Content-to-Conversion-EBook.pdf 

• What is information gain? https://searchengineland.com/what-is-information-gain-seo-why-it-matters-429763

• Hard to measure channels: https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/

• Zero-click content: https://sparktoro.com/blog/zero-click-content-the-counterintuitive-way-to-succeed-in-a-platform-native-world/

• Buyer journey data: https://goodrevenue.io/buyerjourney

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Sound by RPS: https://www.rps-audio.com/ 

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