If you’ve been wondering if your brand should have a blog, you probably already know the answer. There is really no downside to having a blog, and there is plenty of upside. A well-written and informative blog can attract new business, improve your brand recognition, keep your existing customers engaged, improve your SEO, and more.
Of course, having a blog on your website allows you to show you’re an expert and a leader in your field. Thought leadership is a type of content marketing where you showcase the talent and expertise of the people inside your business. You consistently answer the biggest questions people have related to your industry, and provide them with useful information.
Your blog posts can contain answers to frequently asked questions, case studies, white papers, interviews, webinars, infographics and more. The content should be informative and relevant to your audience. To stand out as thought leadership, the content needs to be well-researched and authoritative. Consumer and B2B companies can both use Thought Leadership to support their overall mission and branding efforts.
Because your thought leadership highlights your authority and expertise in your industry, it helps build trust between your customer and your brand.
A note on what thought leadership is not. Thought leadership is not self-promotion, or telling the reader about new products and services. There’s a place for that in your email marketing or on your social media channels.
Of course the main benefit of thought leadership is it increases your brand profile. That in turn results in a direct benefit in three main areas.
As a thought leader, chances are all you have to do is write the blog, and someone else will take care of the technical aspects of optimizing it for SEO and actually loading it onto your website. With that in mind, we’ll just focus here on the actual writing. Some things to keep in mind:
Becoming a thought leader is not something you do overnight. It takes time and effort and a dedication to the article writing. But once you get started, you’ll be surprised at how easy it is to write down your thoughts on a question or topic. And if you really know your stuff, that expertise will shine through and you will gain credibility for yourself and your brand.
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