Research in both the particular B2B and B2C areas has widely found that most buyers prioritize brand trust more than any other factor in the purchase decision — also price. So how do you create that all-important trust in order to win customers? One efficient way is through thought leadership.
Believed leadership in tech is even more critical because of the pace at which the industry changes and its particular extended reach into every single company. There’s no doubt about it: technology is just part of the way we all do business.
Tech companies often choose their CIO as the encounter and voice behind their particular thought leadership content, and for good reason. CIOs oversee the folks, processes, and technologies that will determine their outcomes.
In the sections that follow, we’ll cover everything you need to understand thought leadership, its advantages, and specific ways CIOs can establish their thought leader reputations with great content .
- Believed leadership content establishes the particular expert reputation of individual professionals and companies.
- Thought leadership is especially essential in fast-changing, technical sectors like tech.
- B2B buyers find thought leadership content to be more useful in assessing companies compared to marketing materials.
- Since the pandemic, there has been a significant increase in thought leadership articles.
- CIOs may share thought leadership content through blog posts, expert selection interviews, guest appearances, and social networking.
- CIOs should balance their own unique perspective with their company’s priorities and messages.
What exactly is thought leadership?
Thought leadership is the continual sharing of ideas that show your knowledge and expertise inside a particular industry or subject.
For as long as companies have marketed products and services, believed leadership has played an essential role in establishing authority and creating “go-to” manufacturers. But the arrival of the web and search engines has made it an even more critical marketing strategy meant for companies of all sizes and in every industry.
Today — and especially within the B2B world — purchasers control the buying process more than ever before. They perform 83% of their research before ever reaching out to a company. Over time, B2B decision makers understand through their research whom the top voices in their business are. They eventually start to turn to them first with out even having to research options.
Thought leadership content is what puts you on the map as one of individuals top voices companies search for when they need a solution or even plan to make a purchase. In fact , 64% of recently surveyed B2B decision makers reported that for them, thought leadership is really a more trustworthy basis to get evaluating a company than marketing and advertising materials. Similarly, 63% said thought leadership provides evidence that an organization truly knows their business challenges.
Image Source: LinkedIn
Major steps for companies who want to leverage thought leadership is to choose the right person in their business to be its voice. Organization thought leaders balance writing their own unique perspectives and aligning them with larger company text messages and priorities. They aim to share novel ideas and provide value to their audience by helping them solve issues and find innovative solutions.
In tech, this person is often the CIO. Let’s explore why thought leadership is so important in the tech world specifically, in addition X ways that CIOs can build their reputation like a thought leader.
Benefits of Thought Leadership within Tech
Tech is the fastest-changing industry in the world. New innovations, tools, plus capabilities are continuously reshaping the way every company does business. At the same time, it’s changing the way companies and customers communicate at every stage of the customer trip .
Businesses of all types, then, use tech thought leadership to understand emerging trends and potential disruptions.
To get CIOs and other tech believed leaders, this presents an enormous opportunity. Establishing yourself as a tech thought leader gives you a wide audience and a system for increasing your brand’s (and your own) visibility.
The thing is, the increased importance of thought leadership also means that there’s more competition for space. Research has discovered that the pandemic spawned a substantial increase in thought leadership articles. According to B2B decision makers, the market is oversaturated with thought leadership content. They say there is more content currently available than they can even have the ability to read.
Picture Source: LinkedIn
This means your believed leadership content has to truly stand out. The best way to do that is definitely by remaining value-focused. Absolutely nothing engages buyers more than articles that truly helps all of them address their problems and implement successful solutions. Within the next section, we’ll cover 4 specific ways you can provide high-value thought leadership content your own audience will love.
4 Ways CIOs May Grow Their Thought Leadership in Tech
Regular blog posts
Blogs are the cornerstone of each good content marketing strategy . Consistent, high-value blog content drives natural traffic to your website and increases your search engine rankings designed for topics important to your viewers. In short: it makes it easier for your potential customers to find a person.
Publishing thought leadership content to your blog is really a sure way to make it visible and easily accessible. It does, nevertheless , take significant time to develop topic ideas and create blogs on a regular basis. Many business thought leaders work with their own marketing department to find someone who can ghostwrite their weblogs.
Ghostwriters can collaborate with thought market leaders to uncover their most important concepts and perspectives. Then, they could draft something for review before each blog will be published.
Specialist interviews are becoming an increasingly common way for B2B buyers and other business professionals to perform research on a particular topic or company. There are even professional network firms who focus on finding experts and conducting interviews with them to share with clients.
Technology is a heavily specialized industry. As such, CIOs can completely participate in expert interviews to talk about knowledge and establish their reputation. Below is an professional interview example from Birkenstock boston Consulting Group featuring previous HSBC CIO, Darryl Western.
Another path, however , is to work with your own internal teams to perform interviews and create engaging content around them. Content like video interviews, Q& As on social media stories, selection interviews published in blog content, and feature interviews in guides or email campaigns can every be great ways to establish your expert reputation, specifically as you begin your believed leadership efforts.
The biggest advantage of working on expert interviews internally is that you may cover topics most relevant for your unique audience at any given time. These types of topics can be industry developments and developments, but they can also include current events and news that your CIO offers commentary on.
Content generated by visitor appearances can be a huge sign of authority. After all, the reason why would other brands feature your CIO if they are not truly an expert? Guest looks can come in written form (like guest blog posts), video form (like webinars), as well as in-person events. The main thing to consider for guest appearances would be to ensure the companies you acquire have a strong reputation themselves and will reflect positively on your brand.
Guest appearances extend your achieve to new audiences that new partnership opportunities.
Social media is a massive platform designed for thought leaders. Nowhere perform CIOs have more control over the thoughts, content, and communications they share than independently social media pages.
Social media can be a valuable device for amplifying content (like blog posts ). CIOs can also utilize it to share interesting industry content that you find valuable or want to discuss.
Most of all, it gives CIOs an immediate channel for engaging with peers and potential customers. The social media presence can help you build a true following. That following can extends to other stations (like your blog, email e-zine, or company website) and makes you more relatable to the customers you serve.
LinkedIn and Twitter are two of the most powerful platforms for B2B manufacturers.
The Risks (and How to Handle Them)
CIOs who take on the role of thought leader do have some risks plus challenges to consider as their visibility grows.
With visibility comes the potential for general public scrutiny, and it’s vital that you remember that what you say and promote will be seen and assessed by a large audience. Of course , no thought leader will go without criticism. Part of thought leadership is inspiring talk. But CIOs should be careful to vet the content they share, review content material published under their title, and be generally prepared for all types of feedback.
From an internal perspective, CIOs have to balance their own thought leadership agenda with their company’s priorities. No one wants to examine thought leadership content that just restates the company collection — for that, we can visit company websites and brochures. It’s important that thought leaders have a unique perspective and develop their own voice.
At the same time, CIOs signify their companies. Marketing departments often want to harness thought leadership content for their very own purposes. They may want to have a hand in how it’s developed, too.
CIO leaders need to confidently feet this line, creating content that both reflects their particular voice and represents their brand well.
Over to You
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