Your organisation’s presence on the internet has a major role to play in how new customers perceive your business, which is why most businesses today are looking toward creating fresh content that leads online customers to their official website. The power of online content has been widely accepted, as a survey revealed that 94 percent of professionals believe that poor content has a degrading effect on the reputation of a firm. Consulting companies like IBM, Deloitte and McKinsey are some of the companies that have been at the forefront of thought leadership for quite some time now.
Why it matters
Thought leadership is a relatively new method of gaining credibility within your industry. The present thought leaders are considered to be some of the most successful professionals in their respective fields, which is why they have such a great influence over their audience. The audience, who are essentially customers in this case, recognise a thought leader not as someone who solely represents their own business, but as someone who has deep knowledge in their field. Having such a powerful influence on the thought process of the audience easily leads to a change in the behaviour of customers. Most marketers try their level best to keep up with the most recent trends, but with thought leadership, it becomes possible to influence the direction of the entire industry, and lead with true innovation.
Becoming a thought leader involves much more deliberation than simply publishing content all over the internet.
Developing yourself, or your business, as a thought developer
Becoming a thought leader involves much more deliberation than simply publishing content all over the internet. The first instinct of a business is to advertise their products or services to their target demographic. This is a necessary step that helps customers associate the brand with the products or services they offer. But to become a thought leader, you must transition from talking about your product to solving the problems faced by the customer. The shift in focus instantly gives your brand more value than just the products or services you offer.
As your audience grows, you continue to improve your ability to solve the issues related to your field, which gradually builds your authority in the field. Eventually, your brand will be considered to be one of the most trusted advisers in your field, and this is when your business has achieved true thought leadership. The benefits of this process will become apparent in your relationship with your customers. Your business will have managed to evolve from a commercial organisation that consumers approach when they need a commodity, into a consultant that maintains a sustainable relationship with its clients.
Steve Nuttall heads up Fifth Quadrant’s CX research and insights team. Steve looks to inspire Customer Experience Professionals by helping to making the business case for customer experience research investments, advising on how to implement different research techniques to create better experiences, and demonstrating the ROI from CX programs.