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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