Because the volume of online content grows everyday, it can be difficult to make sure your voice is heard over the sound. Thought leadership content marketing and advertising is one of the most effective ways of setting up your name and firm as an authority in your industry.
Thought leadership marketing means going beyond the same blog posts and regurgitated ideas that everyone appears to be publishing. By putting additional time into developing high-quality content with original ideas plus opinions, you can clearly stake your position as a leader rather than follower.
Believed leadership content can help your organization to get more press exposure, entice new business opportunities, and transform leads. LinkedIn research shows that 58% of decision-makers read at least one hour of thought leadership content each week. 60% also stated that this type of content had directly convinced them to buy a product or service they hadn’t previously regarded.
But what exactly is thought leadership content material marketing ? One of the best techniques for getting your head around this type of content is by reading some excellent examples by additional organizations.
- Putting some extra hard work into thought leadership content can help to grow your brand plus build trust with your viewers.
- The best thought leadership good examples build trust by focusing on delivering value to the reader not on showcasing products
- Aside from amazing digital experiences, these examples publish regularly and engage their visitors at every stage of the buying journey
1 . Nutanix The Forecast
The organization cloud services market is very crowded, so it’s important for providers to differentiate on their own from the competition.
Cloud computing firm Nutanix firmly establishes its placement as an industry leader with its online magazine, The particular Forecast .
The Forecast publishes market news and ideas regarding the people, trends, and systems that are shaping the cloud computing industry.
The content on The Forecast can be organized into categories including:
- Technology (news and stories on cloud technologies, hybrid IT, infrastructure, and data management)
- Business (discussion and guides on management, digital transformation, and leadership)
- Industry (trends and stories of how real companies are making use of cloud technology)
- Profile (biographies and interviews with key individuals from the Nutanix global team)
As well as written content, there’s another section for videos along with a podcast exploring some of the ideas discussed in articles within a conversational audio format.
Going beyond the particular bland technical content so many IT brands publish, Nutanix has been successful in publishing original and innovative content that’s appealing to a wide range of audiences, despite being a very slim niche.
second . First Round Review
Venture capital firm First Circular Capital launched its weblog, First Round Evaluation , with the aim of revealing their extensive pool expertise and experience with technology business owners.
The company requires a different approach to other venture capital firms. Rather than collecting a portfolio of companies, they see themselves as creating a community of entrepreneurs.
First Round Evaluation reflects this approach by writing ideas, best practices, and recommendation from the community to help technologies entrepreneurs can learn to create better companies.
By focusing on interviews, recommendations, and real experiences through real companies, First Circular has experienced a very positive response to their blog including a enormous increase in visitors , a large number of shares, and press interest from publications including Forbes, The Atlantic, and Fast Company.
3. Autodesk’ s Redshift
Software company Autodesk named their blog after a scientific phenomenon relating to objects traveling through space. Because the universe continues to move plus expand, the editorial group at Redshift also aims to constantly move forward and evolve, to stay at the forefront of architecture, construction, infrastructure, manufacturing technologies, and sustainability.
Autodesk’s previous blog, Line//Shape//Space, won numerous awards for its content but grew over and above its original audience of small businesses.
As the Autodesk content team recognized the need to evolve and engage with businesses of all sizes, Redshift was born.
Redshift’s focus is the future of making things, with content addressing trends and predictions in the latest technologies including machine learning, generative design, and robotics.
As well as targeting a wider target audience, Autodesk also wanted to personalize the content experience for each viewer. Visitors can register towards the site to follow particular authors and content categories, plus bookmark articles to read later. An AI algorithm furthermore automatically serves up suggested articles based on previous interactions with the site.
Autodesk also features several users of its senior executive group as Redshift authors within their “ Inside My Design Mind ” series. By securing buy-in from the executive team since influential “content marketing champions”, the content team has successfully implemented an employee advocacy program and is reaping the rewards using this approach.
four. American Express Business Class
American Express sorts the content on its Business Class Trends and Insights blog straight into four main categories: Handling Money, Getting Customers, Creating Your Team, and Planning Growth.
Inside these content silos are several other sub-categories including topics such as leadership, productivity, business culture, strategy, cash flow, and marketing & sales.
Previously known as OPEN Forum , Amex’s blog for small businesses remains one of the oldest and most successful examples of content marketing. Instead of using content to drive product sales directly, American Express decided to put its audience initial by providing actionable tips, insights, and inspiration to help businesses adapt and succeed.
Rather than relying on their very own team of writers, United states Express outsourced to a content marketing company like ours for stories, experiences, plus advice. This relationship gives a real community feel towards the Business Insights blog, in addition to increasing exposure for those who lead.
As well as articles, Business Class recently began a live video collection, “Office Hours”, hosted upon Instagram and YouTube. In this series, founders and professionals of small businesses were invited to a Q& A session to talk about their experiences navigating the particular COVID-19 crisis.
5. Intermedia Cloud Communications Blog
Cloud company applications provider Intermedia utilizes their blog to share news, security information, and case studies of businesses successfully deploying impair technology to improve performance.
By focusing their particular efforts on topical plus trending topics, the Intermedia content team has been effective in publishing articles that will their audience wants to examine and share.
Articles such as “New Study Finds More Than Half of U. S. SMB Owners Believe Functioning Remotely is Here to Stay Post-Pandemic” and “How to Manage Live Attendee Chat During Webinars” tapped into the interests and concerns of business owners plus executives during the COVID-19 crisis.
Meanwhile, detailed interviews and case research following their customers’ move to cloud services demonstrate the particular real-life applications of Intermedia’s products and services.
6. DivvyHQ Blog
It’s important for content marketing platform DivvyHQ to practice the actual preach and demonstrate guidelines in content marketing.
The DivvyHQ weblog shares actionable tips, recommendation, and strategy for content marketing at an enterprise level, as well as sharing case studies through some of their most successful customers.
The DivvyHQ content management platform offers powerful tools for articles automation and streamlining workflow but not everyone is aware they exist or know how to get the most out of them. By posting helpful content on how to automate content marketing , systematize content management, and develop a better content strategy, DivvyHQ educates its market while showcasing its own product at the same time.
seven. Microsoft “Stories”
Storytelling is one of the cornerstones of effective content marketing. It’s the tool used by a few of the world’s greatest leaders and visionaries. Microsoft recognized this when they decided to contact their blog and news page “Stories”.
Stories publishes news at the latest Microsoft products, occasions, and initiatives that give the wider context to the brand name beyond its core package of products.
For example , recent stories released on the blog cover a collaboration with an environmental charity to clear plastic-type from oceans and streams, a look into how software developers are assisting companies pivot during the coronavirus pandemic, and regarding how people with disabilities are using accessible technology to achieve more.
A sub-publication of stories, Story Labs, hosts the particular blog’ s long-form at ease with a deeper dive directly into topics such as accessibility, durability, and the future of technology.
Story Labs also features worker profiles and stories , demonstrating the wealth associated with talent and expertise behind the various branches of the global Microsoft brand.
8. Grow by Acorns and CNBC
Finance is one area where individuals really require advice from experts exactly who know what they’re talking about.
Micro-investment app Acorns understands this, and so attempted to build a personal finance plus investment blog, Grow , that’s highly respected as well as being educational and entertaining.
To get this done, they partnered with trusted news provider CNBC and built a team pounds experts with the knowledge and experience to provide accessible educational content about how people can make the most of their money, whatever their budget.
Only a small section of the blog is focused on investment. By publishing content material on other financial subjects such as saving, getting out of debt, and increasing income, they are providing massive value for their audience and building trust and authority at the same time.
9. Optimizely Insights
Electronic Experience Platform provider Optimizely built its Insights platform with the main goal of training their customer to “ Know More. ” and “ Do More. ”
I personally love the visibility and clarity of their mission statement and the customer-centric focus on adding value.
With an engaged community that will runs deep, Optimizely aims to show how their insights run deeper. They assist their audince understand how among the best brands in the world use testing to create world-class digital customer experiences.
Formerly known as Episerver, Optimizely is really a leading CMS, Personalization and testing engine, a Customer Information Platform and with their newest acquisition of content management platform Welcome Software – about optimizing digital experiences.
10. Zen Desk’s Relate
When it comes to providing great customer service, technology can simply go so far. Customer service software program company realized it could help its customers get more from its product by providing assistance and ideas for creating great customer experiences.
The Relate weblog covers topics like empathetic product design, living and working online, constructing relationships with others, and becoming a better company.
Zendesk wants their audience to get something away from their content – even though they don’t ever intend to become a customer – and yes it shows. Every article includes useful information without pushy sales messages.
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