Who doesn't want their brand to be the best? To be the first company that springs to mind when your audience considers players in your industry? To push boundaries, inspire and get turned to for advice?
Putting thought into leadership
Becoming a thought leader isn't something that happens overnight. It isn't even something your marketing team can take sole responsibility for. Instead, it is about harnessing the knowledge and expertise of several people in your business and showcasing that in the best possible context.
If you want to be seen as the leader in your industry, you need to know the way, go the way and show the way (to paraphrase John C Maxwell). What this means for marketers is that we need to publish the kind of content that inspires your audience and keeps them coming back for more.
One of the first steps in becoming a thought leader is to identify your niche. It's about being an authority on a specific area and being the go-to source for everything on that topic.
Channels are a secondary consideration. Whether you do a blog series by one of your technical experts, video interviews with your CEO, have someone speak at a conference or agree to a high-level partnership, what is still the most important is the actual content.
What is your message? Which questions are you answering for your audience? Which needs are you fulfilling?