How to create thought leadership content that builds brand trust

What thought leadership content is

In 1996, Bill Gates published an essay titled “Content is King” on the Microsoft website, predicting that content would become a highly saleable, profitable asset on the internet. He was right. The internet, and social media in particular, lets anyone create and publish, giving anyone with a computer the opportunity to have a voice and build an audience. But not everyone who publishes online is a thought leader. So who is?

Thought leaders tend to be individuals recognised as successful and authoritative in their field — often a business owner or someone in a senior role. From that position they can raise their own profile and their company’s, and attract clients as a result. They do it by sharing expertise with an interested, often dedicated, audience through blogs, white papers, webinars, podcasts and events. That is thought leadership content.

The key to thought leadership is the ability to convert that content into commercial value through leads and sales. And that starts with earning trust.

Why trust is the mechanism

Any good marketer knows that prospects and clients who trust your brand are more likely to buy from you. The 2019 Edelman Trust Barometer Special Report, a global study, asked consumers to rank eleven buying considerations in order of importance: brand trust came in the top five, and 81% of those surveyed said “I must be able to trust the brand to do what is right.”

The study is now some years old, but of the eleven considerations it tested, trust is one of the few a smaller supplier can build deliberately.

Thought leadership is one of the most effective routes to it. If a prospect trusts you and your opinion, they are likely to trust your business too. Here is what it takes to create thought leadership content that earns that trust.

Be committed and consistent

You have decided to start creating valuable content. Establishing yourself as a thought leader takes commitment, effort and diligence. With those three in place, publishing regularly becomes routine, and regularity is what keeps you and your brand visible.

Once you have hooked a reader, they will expect your weekly jargon-buster article or your monthly question-and-answer podcast. Do not disappoint them.

Use your own voice

As a thought leader, your personal brand is as valuable as your company brand. Your audience trusts you as an individual, and for that reason they want to hear your voice.

Do not worry if you are not a natural wordsmith or a perfect speller. You know your area of expertise, and that is enough to create good, honest, insightful content. If you are authentic, your audience is more likely to see authenticity in your brand.

Do not over-promote

In an era of fake news, data scandals and heavily targeted advertising, people are less willing than ever to trust what they read online. That is why being genuine matters.

Rather than using your content as a chance to promote the business constantly, focus on educating your audience and giving them something of value. People read your article or watch your webinar because they want something useful, and when they get it they are more likely to return to your website or join your mailing list. Today’s readers spot an advert disguised as something else immediately — and being caught out damages the brand you are trying to build.

Show your face

If content is king, video is the emperor. A large share of buyers now prefer video to written formats, and it is a highly effective tool: it conveys a message in seconds while engaging the viewer directly.

It also lets your audience get to know you. This is where the point about authenticity pays off — video is your opportunity to show who you really are, let some personality through, and humanise the brand.

Be opinionated

Thought leadership content should always be informative, but do not be afraid to share an opinion. The opinions of thought leaders are precisely what people value. Sharing yours is a form of openness, and content with a view in it brings readers back.

Collaborate, and choose your platforms

Thought leadership is not only about you. Collaborating with others builds credibility, brings in different perspectives and reaches a new audience. Getting the collaboration right is the important part: do your research, find someone whose content is relevant and valuable to your audience — and yours to theirs — and make sure the relationship benefits both sides.

Once you are established, you will be asked to speak at industry events. It is tempting to accept everything, but choose carefully. Is the event and its organiser credible? Are the attendees potential clients? What exposure will you actually get? Appearing at too many events dilutes your value as an expert and your brand’s, so ask the questions and be willing to say no.

In short

Earning trust is not easy, which is exactly what makes it valuable. Follow these rules and you will be well on the way to creating honest, insightful content that builds trust in your brand.

If you would like to talk about content creation and brand strategy, get in touch — we are always happy to help.

Sources

• Edelman: 2019 Edelman Trust Barometer Special Report, “In Brands We Trust?”