We’ll start with the implications.
By definition, this type of content implies you are an authority in your niche with something interesting to say. It implies that your thoughts and insights are valuable and worth sharing and that people want to engage with, discuss and share your ideas.
A thought leadership article is an opportunity for you to leverage your position within an industry to demonstrate your expertise and credibility, to share your insights with engaged voices, and to provide them with real value.
The difference between a thought leadership article and a run of the mill blog article, therefore, is that the former communicates a much deeper level of insight and value.
Used properly, a thought leadership article can generate tangible metrics. A well written and genuinely insightful piece of content has the potential to procure traffic and shares alongside huge contributions to brand visibility. If you are able to spare the time and resource to do it properly, they are a cornerstone of any successful B2B content strategy.
Next, the benefits.
The very act of writing a thought leadership article has personal benefits, as well as organisational ones. As you write the piece, you are refining and strengthening your ideas. You have the power to edit before publishing, meaning that you can reject weak ideas and make your insights as strong and clear as possible before sharing.
If you properly engage with this format, you have a real opportunity to refine your thought processes.
And finally, the outcomes.
By providing insights that are important, useful, and current, you demonstrate credibility and knowledge. If promoted correctly, this type of content will help increase your personal online visibility and your businesses. It may also lead to a potential increase in connections and customers.
It is important to invest time and resource into a thought leadership article because if you don’t, it will be immediately obvious. People won’t engage with half-baked ideas. If these are attached to your name and brand, it can be damaging.