Thought leaders are informed opinion leaders and the go-to people in their field of expertise. They are trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success. Thought leadership becomes effective when the passion and expertise of the thought leader coincide with the interests of the audience you are trying to reach. Thought leadership is important for both B2C and B2B companies but I think it is especially important in B2B.
Think of names like Peter Drucker, Jim Collins, Malcolm Gladwell, or Seth Godin. You know these people’s names not because of their business accomplishments, but because of their published ideas. They have gained authority in their respective business niches, causing people to trust their recommendations. Your company can be viewed in the same way by creating content that resonates with your customers and members of your industry. Thought leadership can have a remarkable ROI – potentially higher than any other online marketing activity – because it changes your company’s brand perception, giving your customers the impression that your company is the best in its industry. Businesses with a strong thought leadership presence get more sales leads and their customers are willing to pay higher prices.
Thought leadership’s alignment with people’s buying habits
In an age where the primary way people find new products and services is through Google, it pays to understand the way people search. New research from Google reports that our browsing habits have changed in the last 5-10 years. Here are the three highlights:
Short, simple searches are less common. Only 30% of Google searches are keywords like “CPA firms”
Long keywords are the norm. 54% of Google searches are more than 3 words long, e.g. “best cpa firms SF 2016”
People are becoming less “keyword-oriented” and more “natural language oriented.” 1 out of every 5 searches is completely unique, meaning that that keyword phrase hasn’t been searched by anyone else in the last 6 months.
The main takeaway from this research is that people aren’t looking for Google to tell them who to buy from anymore – at least not directly. Instead, they are using Google to do research on which company to buy from so that they can reach their own conclusion. This means that, more than ever before, websites that offer objective information to people are the ones that influence purchasing decisions the most. In addition, Google has responded to the new way people are searching and has propelled news and resource-based websites to the top of the search results.
Hence it is important to Publish Thought Leadership Articles for Each Companies in their respective fields.