What Is Thought Leader Marketing? (Plus Tips for Using It)

By Indeed Editorial Team

Published May 11, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Thought leader marketing is a modern content marketing tactic in which you establish yourself as an authority in your field. This kind of marketing focuses on branding your company or organization as holding expertise, which can increase customer trust. If you're a marketing specialist and you're interested in thought leader marketing, you may want to learn more about how it works. In this article, we cover what thought leader marketing is, how to use it and tips for using it effectively.

Related: What Is Thought Leadership? The Characteristics of a Thought Leader

What is thought leader marketing?

Thought leader marketing is a content marketing strategy in which you brand yourself as a leader in your field. By producing information-rich content to inform and educate readers about your industry knowledge, you establish yourself as an expert. Thought leader marketing can be successful because it convinces the reader that you are an authority on the subject, and it may make them more likely to invest in your brand by purchasing products and services.

The product or service you offer to your clients improves their lives, but thought leadership marketing is another method you can use to provide value to your consumer. Because social media and online presence have become a large part of the current marketing landscape, consumers expect more from the companies they buy from. Thought leader marketing is a way to show the consumer that you offer them value outside of their purchase.

Related: Digital Marketing vs. Social Media Marketing: Key Differences

What are the benefits of thought leader marketing?

Thought leader marketing is a modern technique for marketing in which organizations provide consistent and reliable answers to consumer questions. These are some benefits of implementing thought leader marketing in your marketing strategy:

Attract the best talent

When consumers and experts in an industry identify your company as a leader in knowledge and innovation, potential team members with the best skills and talent are more likely to want to work with you. By implementing thought leader marketing, you can expand and improve your employee base.

Establish your organization

If you don't have a large consumer base or high visibility within your industry, successfully implementing thought leader marketing may help you improve those two factors. By producing consistent material that shows your company is an authority in its field, you can attract customers and increase your reach in the market.

Engage your consumers

By providing reliable information, consumers may be more likely to come to your organization when they have questions or need to purchase a service. For example, if a consumer is trying to understand what investing is and an online search brings them to your website, they may feel inclined to speak with one of your investing experts to better understand their options, and potentially purchase investing services.

Build trust in your industry

A key aspect of using thought leader marketing is that you don't attempt a sale while providing information to the consumer. By engaging in a genuine exchange of information, your potential customer is more likely to believe that you have their best interests in mind when they consider purchasing your products or services.

Heighten your expertise

Depending on the size of your company and how you choose to implement thought leader marketing, it's possible that the marketing strategy can improve your knowledge in your industry. By conducting research to better answer consumer questions, you may learn more about your trade and improve your business skills.

See potential for profit increase

You may see an increase in profits by attracting more consumers through your content, but it's also possible that by establishing yourself as a leader in the industry you may charge more for your services. When consumers are purchasing products and services from one of the best organizations in the industry, they understand that those products are of higher quality and they may be willing to pay more.

Related: 7 Goals in Marketing and Why They Are Important

How to use thought leader marketing

These are the steps you can use to implement thought leader marketing in your branding and advertising strategies:

1. Identify the questions your consumers are asking

The first step to using thought leader marketing in your organization is understanding the information your consumer wants to know. Analyze search engine data to find which questions your consumers ask most often. You can also reach out to your current customers to find out what they want to know, or keep track of the questions you receive by email or phone. When you are first beginning, it's a good idea to compile a large store of data so when content production begins you don't run out of topics.

2. Determine which content medium is best

Depending on your company and industry, different forms of media may suit you better than others. For example, an independent bookstore may want to publish articles on their site, while a vacation planning service may do better with vibrant videos. There are many options to choose from, and it's important to understand which medium your potential customers most likely want to consume.

3. Develop a consistent content production plan

Whether you are hiring a content production company, developing a team within your organization or handling the content creation yourself, you want to have a plan for producing content. To remain relevant and visible in search results, it's important to produce content consistently. Create a content production plan enables you to publish new content at least on a weekly basis.

4. Provide your consumers detailed information

When creating your content, or advising your content creation team, stress the importance of providing thorough coverage of the topics you're addressing. Rather than producing a few articles that cover many subjects at once, produce many articles that explore subjects in detail. Investing in research and creating this kind of content provides better value to your consumer and may be more effective in establishing your authority on those subjects.

5. Assess your thought leader marketing plan

An important part of being successful in implementing a thought leader marketing plan is frequently assessing your strategy. Develop a system for tracking the results and modify the plan as you need to so it works best for your organization. Know that thought leader marketing is a long-term marketing plan and may take some time to show tangible results.

Read more: How To Create a Thought Leadership Marketing Strategy in 5 Steps

Tips for using thought leader marketing effectively

You can use some of these tips to use thought leader marketing strategies effectively:

  • Avoid promoting your brand: Trying to make a sale while implementing thought leader marketing can come as ungenuine to the consumer. The goal of this marketing strategy is to establish your company as a leader in the field, as consumers are more likely to approach you for products and services if they believe you are.

  • Demonstrate your expertise: Rather than making statements about how your company employs some of the field's leading experts, show that by providing thorough answers to consumer questions and high-quality products and services.

  • Focus on being specific: Invest in research to ensure your content is detail-oriented and specific, you want to be sure consumers can find the information they are looking for when they come to your organization.

  • Produce reliable information: Develop a system for research quality assurance so your consumers receive the best information possible. This can include fact-checking your published content.

  • Invite consumers to engage: Including a comment section or a place for consumers to send questions to you is a great method for creating trust between the consumer and your organization.

  • Determine a company niche: If your organization specializes in clothing, it's a good idea to publish content related to that specialty. For example, recipes or skateboard tricks may not be the content consumers expect from a clothing company.

  • Publish a variety of content: Though it's important to develop a niche, it's also important to focus on inclusivity within that niche. Be sure you are appealing to your whole demographic by publishing a variety of content within your niche.

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