Let’s pause momentarily and reflect on these numbers:
66% of marketers consider thought leadership a “top priority” for their marketing initiatives. 54% of decision-makers – and 48% of the C-Suite – say they spend 1+ hour/week reading and reviewing thought leadership articles. 52% use thought leadership to understand best practices.
As you can see, your decision-makers spend considerable time – consuming thought leadership content. Hence, as a marketer, you MUST focus on creating and distributing high-quality content.
For the latter strategy – distribution – you can leverage content syndication as a strategic approach to amplify your brand’s influence. Moreover, you can consolidate your authority in the marketing sphere.
So, let’s discuss how to establish your authority through thought leadership and content syndication. No empty words, just actionable insights to empower you on your B2B marketing journey.
Thought leadership is the art of sharing authentic, insightful content that draws from your expertise and experience – to impart that wisdom to others.
In practice, it's a fusion of both approaches.
Our experts highlight that thought leadership involves disseminating inspirational, research-backed content, igniting change, and delivering educational value.
As per research, 68% of people say experts in their field are considered thought leaders. These individuals don't only follow trends; they also set them. They are visionary strategists – shaping the industry's course. Let’s explain their traits in more detail:
Next, let’s discuss what content syndication is.
Content syndication is critical to demand generation strategy, enabling you to increase your authority within your industry. By implementing an effective content syndication strategy, you can:
In fact, it's the pathway to ensuring your message reaches the right audience at the right time, paving the way for future conversions.
When employed strategically, content syndication can significantly contribute to developing thought leadership. Here's how it works:
Now, you understand the interdependence between thought leadership and content syndication. So, next, let’s explore how to use this content marketing strategy to become a thought leader.
By laying your groundwork first, you'll be better equipped to share content that speaks directly to your audience. Plus, your resources will align with your thought leadership ambitions. Here’s how:
You MUST identify a suitable content syndication platform for your content carefully. Different platforms cater to various demographics and niches. Therefore:
Collaborate with a reliable content syndication vendor that can help you distribute your content. Find reputed partners, such as industry influencers or reputable websites. Then, establish mutually beneficial relationships.
This step involves customizing your material to suit the platform where it will be shared. Different platforms have distinct formats, audience expectations, and engagement dynamics.
Hence, modify your content to fit the requirements of each platform. It ensures your resources resonate with the audience and aligns with the platform's style.
Moreover, maintain consistency in your messaging and branding. Your thought leadership should remain recognizable, regardless of where your content appears.
Consistency fosters trust and reinforces your authority. Thus, it makes it easier for your audience to:
Evergreen subjects remain relevant regardless of the passing trends. For instance, if you're a marketing thought leader, an evergreen topic might be "The Fundamentals of Content Marketing," as the basics tend to hold true.
In addition, include recent trends in your content. It demonstrates that you're actively engaged with your industry.
For example, you can discuss the impact of emerging technologies like Artificial Intelligence or the Metaverse in your content. It showcases your awareness of the latest developments.
Publishing timely and current content enhances your credibility and ensures your audience remains engaged.
For instance, sharing a blog post about "Digital Marketing Strategies for the Holiday Season" in October is more timely and relevant than in June, when the holidays are distant.
Again, your content should address your target audience's current concerns, interests, and challenges. Hence, understand your audience's evolving needs.
Suppose you're in the healthcare industry, addressing the challenges of telemedicine during a pandemic demonstrates relevance.
Finally, base your content on well-informed insights and data. If you're discussing the future of renewable energy, backing your claims with statistics, case studies, or industry reports solidifies your authority.
PRO TIP: Discuss with your peers. It lets you gain different perspectives and refine your content. Sharing your insights and experiences and seeking peer input fosters collaboration and keeps you well-connected within your niche.
Keep an ongoing record of subjects and themes your prospective clients or audience is interested in. By compiling a comprehensive list of these topics, you can remain prepared to create content that directly addresses their concerns and desires.
Case in Point, as Shared by Magee Clegg, Founder and CEO of Cleartail Marketing:
“A concrete illustration of the efficacy of this approach can be seen with one of our B2B clients. In just 12 months, their revenue surged by a remarkable 278%. How did they achieve this feat?
Automating their blog publishing process enabled them to share invaluable industry insights and trends consistently. This significantly boosted website traffic and solidified their status as thought leaders in their sector. Subsequently, their content became on various industry-specific platforms through syndication, further amplifying their authority.”
Offer a fresh perspective to your audience. Enhancing your existing articles, blog posts, or content pieces by incorporating new, valuable information or perspectives. It can involve:
The goal is to keep the content relevant, informative, and engaging for your audience even after publication. As such, you further increase your authority and thought leadership in your field.
As reiterated by Nick Sforza (Founder at Opvital):
“For instance, when I syndicate a video on productivity hacks, I extend the discussion by sharing how these hacks can be tailored for different industries, further enriching the content. Additionally, I consistently include external links to authoritative sources to republish their content and expand on the information that they provide.”
Actively participate in discussions, respond to comments, and address questions or feedback related to your content. It's not merely about publishing and forgetting but instead fostering a dialogue.
This interaction showcases your expertise and builds a stronger connection with your readers. Hence, you become more approachable and trustworthy as a thought leader.
Utilize multimedia formats such as videos, infographics, and podcasts in your syndicated content. It broadens your ability to reach a broader range of audiences with varying learning preferences.
Additionally, consider user-generated content. When you syndicate content created by your customers or users, you demonstrate that your products or services have a substantial following.
This boosts brand exposure and catalyzes lead generation, showing that consumers value and trust your offerings. Therefore, it builds your authority and enhances your brand reputation.
To assess the impact of your syndication efforts and gauge your thought leadership success, you should monitor a range of metrics:
Finally, how can you ensure the sustainability of your thought leadership status? Here’s how:
Guard against the accidental spread of duplicate content that can dilute your thought leadership efforts. Ensure your content remains unique and adds value to your audience, standing out in a sea of information.
Your collaborations and relationships play a critical role in your thought leadership journey. Maintain these connections, nurture your relationships, and continue to create mutually beneficial opportunities.
Ditch excessive self-promotion of your syndicated resources. Instead, prioritize sharing genuine insights, knowledge, and valuable content. Authenticity fosters trust and credibility.
Keep a keen eye on the changing trends in your industry. Adapt your thought leadership strategy to remain relevant and forward-thinking. Your ability to stay at the forefront of industry changes sustains your thought leadership.
Continue to broaden your knowledge base and network. Engaging with industry peers, staying informed, and learning from others help maintain your thought leadership authority.
Partnering with fellow thought leaders can strengthen your position in the industry. Joint ventures, co-authored pieces, or shared insights can amplify your influence and reach.
Start implementing these content syndication strategies today to revitalize your thought leadership and enhance your influence. Remember, the journey of a thought leader is ongoing, and each step you take brings you closer to solidifying your authority in your field.
If you want additional insights, you can contact your experts at Revnew. We’ll be more than happy to help you.