When you establish yourself as a thought leader, you share your ideas with your audience. This is a coveted position in the world of business, but it’s not always clear how thought leadership content pays off. In short, it’s all about building authority. When you create content that’s meaningful and high-value, you build real-world trust with your audience.
It’s not enough to say you’re great. You have to show your skills and expertise through real-world evidence. This comes in many forms, from professional speaking to writing bestsellers. However, you don’t have to go this big to make an impact with your thought leadership content. Smaller, targeted forms of content can be just as powerful when showing your value as an expert.
Traditional advertising has its place, but it’s no longer as effective as it was in the past. A reported 70% of people would rather discover information about brands or professionals from authentic content vs. advertisements. When you consider that 60% of marketers create at least one piece of content per day, now is the time to be consistent with your thought leadership. Over time, each form of content builds upon the last to create something memorable and meaningful. Not only will you attract a wider audience, but you’ll open yourself to collaboration opportunities.
With that in mind, what are 12 ways thought leadership content builds your authority? In this guide, we’ll share ideas for taking your thought leadership content to the next level. When it comes to standing out, you don’t have to reinvent the wheel. Instead, lean into your strengths to find ways to show real value and connection.
1. White Papers
First, a white paper is a type of marketing content that’s commonly used by thought leaders. They’re a formal way to share persuasive research about products and services. Because they’re research-based, they’re easy to share on social media, blogs, and so on. They typically generate a lot of buzz both online and offline.
White papers are used strategically in the world of marketing. They provide an opportunity to go more in-depth, unlike shorter blog posts or social shares. These are typically between 1,000 and 10,000 words, and they don’t shy away from hyper-specific topics. They might evaluate an industry trend, market research, and so on. Put simply, white paper readers are actively looking for educational content. If you’re ready to dive deep into an industry topic, now is your chance.
How They Build Your Authority:
In other words, a white paper establishes you or your business as an authority within your niche. It’s a cost-effective way to show your expertise through deeper research and insights. With other leaders actively searching for this content, it also has a lot of search engine and lead gen potential.
2. Ebooks
Next, ebooks serve a similar purpose in thought leadership as white papers. Like a white paper, an ebook is a chance to dive deeper into an important topic. Unlike other forms of content (like videos or blogs), ebooks are downloadable. This means it feels like a real object of value for your audience. Better yet, as a lead-gen tool, ebooks are the perfect chance to ask your audience for contact information in exchange for the download.
Unlike traditional publishing, ebooks don’t have the same strict requirements. Though it’s important to make sure your digital book is a strong representation of your expertise, it doesn’t need a formal agent or publisher. You can easily publish an ebook all on your own; no prior experience is needed. If you’re looking for a way to boost your credibility as a thought leader, an ebook is a great, low-cost option.
How They Build Your Authority:
Not only are ebooks inexpensive to produce, but they establish expertise far more than short-form content like blog articles. Because you know those who download your ebook are actively seeking information in your niche, these become warm leads. Whether you’re building an email list, social following, or planning speaking engagements, an ebook helps seal the deal.
3. Webinars
On the other hand, a webinar is a type of event that serves as thought leadership content. A webinar combines the words “web” and “seminar,” essentially forming a virtual workshop or lecture. Using webinar software, business leaders can share knowledge, ideas, and insights with their audience digitally.
When it comes to building digital relationships, webinars are a great source of lead building. While hosting an event physically in person is costly and complicated, an online event is much simpler. You can use webinars in so many ways, including:
- Positioning yourself as an expert in your space
- Introduce a new product or service
- Engage your audience by answering questions and being present
- Generate new leads
Because webinars are more interactive than other types of online content, they’re all about the human connection. You can respond to questions live or via chat, and you can walk viewers through slide decks as you would in person. Because users can tune in from anywhere in the world, the opportunities are limitless.
How They Build Your Authority:
Webinars are a way to interact with your audience directly, giving you a chance to sell yourself or a product/service in a personal way. With 60% of webinars oriented at creating loyal customers, this is one of the many stepping stones to becoming a thought leader. In our digital age, it only makes sense that seminars are going virtual.
4. Live Q&A Sessions
With that in mind, holding a live question and answer session is also a powerful thought leadership tool. While posting on your website and social media are important, it can sometimes feel one-sided. Taking the time to answer user questions in detail is a must if you want to show your audience that you really care. A live Q&A session is a chance to connect with your audience in real-time, encouraging them to learn more from a pro.
Better yet, you can easily combine a live Q&A session with other marketing content like webinars. In fact, 92% of webinar attendees want a live Q&A session before the end of the seminar. Though you can likely anticipate many questions from your audience, it’s always better to ask them directly. Not only can you learn more about their pain points, but you can create personal connections.
How They Build Your Authority:
Live Q&A sessions are a personal, real way to create a human connection. While answering questions via email and chat is important, this leaves users feeling like a number on a sales page. Instead, show your audience that you’re invested in their challenges, and you’re committed to their success through a live session.
5. Podcast Episodes
In this day and age, it’s hard to understate the power of podcasts. A reported 78% of Americans are familiar with podcasting, and this number is only on the rise. That being said, podcasts are about more than entertainment. They’re also used for strengthening your brand. With more than a million podcasts live online, there’s something to suit every niche audience.
You also don’t have to create your own podcast to reap the benefits. Though building a podcast is relatively easy and inexpensive, you can also be a guest on podcast episodes. This introduces you to new segments of your audience, and it positions you amongst other collaborators in your space. It’s time for thought leaders to begin seeing podcasting as its own marketing channel, similar to video marketing and blog posts.
How They Build Your Authority:
When you’re featured on podcast episodes, you get your voice (literally) in front of a whole new audience. With more people listening to podcasts regularly than ever before, you never know who might be listening. Not only does this make you more trustworthy, but it’s an opportunity to drive traffic and engagement to your own channels.
6. Blog Posts
Of course, this wouldn’t be a post about thought leadership without commenting on the power of blogging. Blog posts are one of the most effective forms of content marketing, and they’re something every expert needs to invest time and energy in. However, in this day and age, it’s not enough to type some words on the page and click publish. In fact, bloggers are spending longer on each post every year. In 2020, the majority of bloggers spent upwards of 6 hours on each post.
Simply put, blog posts have enormous potential. A reported 34% of buyers will make an unplanned purchase after reading quality content. Not only can you position yourself as an expert, but you can share these posts across social and email. As a thought leader, blogging needs to be at the foundation of your strategy.
How They Build Your Authority:
When you create consistent, high-quality blog posts, you show your audience that you know your stuff. This isn’t just a marketing tool, it’s also a search-engine powerhouse. By targeting keywords in your niche, you make it easier for potential prospects to find you through blog posts. From there, the possibilities are endless.
7. Vlogs (Video Blogs)
Similarly, vlogging (or video blogs) has risen in popularity in recent years. While written blogs are the tried and true, video blogs are the shiny new toy in the marketing space. With people watching an average of 16 hours of online video content weekly, you can’t underestimate the power of vlogs. What types of videos build authority for thought leaders?
- Explainer: Explain something important about your business, process, or product.
- Behind-the-scenes: Pull back the curtain on your daily tasks, showing your audience what it’s like behind-the-scenes.
- About: Share your story, and connect with your audience on a human level by telling them about you.
- Brand: Brand videos bring awareness to your company, and they attract your target audience.
- Collaboration: Finally, collaborate with experts to position yourself amongst the pros.
It’s never been more accessible to include video in your content strategy. Whether you include vlogs on your own YouTube channel, social profile, or website, these have big potential. Not all prospects want to read written content. Some prefer visuals like video, so why not appeal to a wider audience?
How They Build Your Authority:
When you create a vlog, you quite literally show rather than tell. When you’re able to explain your expertise and insights in your own words, users take note. This builds a real-life human connection, allowing customers to see you face-to-face. Though it might sound simple, videos build trust.
8. Video Presentations
Another way to leverage video content is through video presentations. Appearing in front of the camera yourself might be intimidating at first. That’s where video presentations come in. By preparing a visual presentation, you can leverage dynamic video content without the complication of appearing on camera.
There are a number of free and low-cost video presentation tools online. You can also record yourself giving a presentation as you would any online talk. Particularly powerful if you’re hoping to build your footing as a professional speaker, this type of content shows that you know how to educate in an effective way. Again, it’s all about adding humanity and personalization to an otherwise straightforward presentation.
How They Build Your Authority:
Presentations are sometimes an essential part of sharing your ideas. A video presentation allows you to walk your audience through your thought process, taking them along on an educational journey. Paired with your voice, video, and animated elements, this is an engaging way to get your point across.
9. Online Courses
If you’ve scrolled social media recently, you’ve likely stumbled upon more than your fair share of online courses. More entrepreneurs and thought leaders than ever are hoping to join ranks amongst the world’s greatest teachers, and the internet makes this easier than ever. When you create an online course, you build authority in your niche, connect with users, and even earn passive income.
In fact, eLearning is a booming industry. Over the past 2 decades alone, revenue from eLearning increased by 900%. If you can identify your ideal student and how your course stands out from the competition, there’s nothing holding you back. Like any other product launch, your online course also is an opportunity to earn income as an expert online.
How They Build Your Authority:
An online course functions like other digital products, but it also goes further. It establishes you as one of the leaders in your space, and it’s a chance to up-sell your expertise in new ways. For example, if you’re seeking paid speaking gigs, an online course is a great marketing tool. With more people looking online for learning opportunities, now is the time to hit the ground running with your online course.
10. Interactive Content (Surveys, Polls, Etc.)
Next, we’re entering a new era of interactive content. It’s not enough to post online to your audience. Your niche wants to feel like they’re a part of the conversation. In other words, it’s time to explore new ways of engagement like surveys and polls. Why is interactive content so powerful in today’s world?
- Feedback: First, polls and surveys are a way to learn from your audience. Gathering feedback has never been more essential.
- Insights: Similarly, learn from your audience so you’re better prepared to serve them and their needs.
- Preferences: What are your user preferences when it comes to pricing, communication, and so on?
- Branding: Lastly, interactive content is an opportunity to bring your branding to life.
Nowadays, you need to target first-party data about your audience more than ever. When consumers access these interactive experiences, they’re openly sharing their first-party data. This is a powerful tool you can use into the future, making sure you personalize an experience with your audience in mind.
How They Build Your Authority:
Investing in interactive content as a thought leader boosts your brand awareness. Not only is this type of content highly engaging, but it’s a chance to learn from existing users. Your authority is entirely dependent on your audience. If you’re not listening to their needs and acting on their feedback, why should they respect your expertise?
11. Case Studies
Furthermore, you need a way to communicate social proof as a thought leader. As explained above, it’s not enough to sing your own praise. You need stats to back it up. Whether you’re selling a product, service, or consulting expertise, you need to make sure your audience knows you’re the best choice for the job.
A case study is a persuasive tool that proves how you solved a problem in the past. It’s an analysis of a specific “case” used as social proof. Because you were the right solution in the past, your audience can assume you’ll also have similar results for them. A case study can be as simple as a customer testimonial. It can also be as complicated as a full-blown PDF download. There’s no one-size-fits-all, so consider trying multiple options until you find what works best.
How They Build Your Authority:
With that in mind, how do case studies build authority? In a case study, you answer the big question: how does this product/service help? If you’re pitching your social media marketing expertise, for example, your case study might share how you grew a local brand’s online presence by 25% over a month. By relying on the cold, hard stats, you deliver real-world social proof your audience can trust.
12. Infographics
Last but not least, infographics are a powerful form of thought leadership content. Most thought leaders understand the role of visual content, but it’s easy to overlook infographics in favor of video or audio. While it’s true that video and audio are effective, infographics have their own strengths. To begin, they’re highly cost-effective and reliable. Moreover, infographics can increase web traffic by up to 12%.
An infographic is relatively easy to make, and you don’t need to invest in any expensive tools or resources. Beyond that, they describe a product, service, or data in a clear, visual way. These easily communicate ideas to your audience without taking up too much space, and they’re highly shareable. Believe it or not, infographics are far from new. They’ve been used for marketing since the 1800s, and they continue to be used today with good reason.
How They Build Your Authority:
Consumers are more educated than ever before. They want to know, like, and trust you before they’re willing to buy from you. As an educational and marketing tool, infographics help to fill any gaps in understanding quickly. They’re a visual, easy-to-digest way to communicate your expertise, insights, or step-by-step tutorial.
Leverage Thought Leadership Content
Ultimately, content marketing plays a huge role in your success as a thought leader. When you create high-value, engaging content that puts the needs of your audience first, you stand out from the crowd. It’s never been more important to understand your users as it is today. With so many competitors, your thought leadership content should embrace your status as an expert.
These thought leadership content ideas above go beyond the basics. They not only position you as top in your space, but they’re a chance to create a human connection with your audience. Your brand’s multi-channel marketing approach has never been more important. There’s no such thing as getting too comfortable. Are you ready to unlock your full potential?
