The Holmes Report recently published an article about the evolution of B2B thought leadership that got me to click through and read, and now write, about it. As PR professionals, we often spend time defining what a thought leader is for clients and explaining how we establish their thought leadership platform. But, what does it all mean?
The article titled, How B2B Thought-Leadership Can Regain Its Meaning, highlights the evolution of the communication channels available for thought leadership activities and argues the foundational elements of the strategy have not changed.
To understand the future, I think it’s important to get grounded in the foundation of the definition, as thought leadership can take so many different forms. For the purpose of this blog, I am specifically speaking to the concept of an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded.
While it seems fairly straightforward, the article cites thought leadership as “arguably more complex than ever thanks to the array of digital channels at our disposal.” With an unprecedented number of ways to share ideas brings potential to diversify but also the challenge of developing a broad mix of content formats.
As such, the story line of regaining its meaning and the underlying importance of understanding the evolution of thought leadership will help all of us PR pros stay ahead of the curve.
Cutting Edge Platforms
There is no end-all, be-all winning ticket channel that will skyrocket an executive’s thought leadership platform. Instead of succumbing to the FOMO approach of being everywhere at once, the platform choice should be informed by who they are trying to reach, and how.
While some channels will have overlap and compete, each channel serves and delivers an entirely different experience for the audience.
Cheryl Wadsworth, director of global communications at Rapid7, a Boston-based software company, doesn’t see the channels competing. “They each serve a purpose and deliver an entirely different experience for the audience.”
A blog invites engagement with the author through comments and discussion, while a podcast “can serve up a variety of opinions on a topic and examine that topic very deeply depending on how it’s structured,” she said. “There may be a case to have both in your thought leadership toolbox.”
We often counsel clients on the importance of identifying the platform that the executive is most comfortable with and that aligns with their brand, while reaching their target audience, rather than chasing the next shiny object just because your competitor is.
Today’s Thought Leadership
The fundamentals of thought leadership haven’t changed, but the content has evolved to be pithier and more actionable. This brings me to the importance of balance. Balance is key. While it’s important to be aware of the new platforms to which your target audiences are paying attention, it’s equally as important not to be everywhere just for the sake of it. Stretching the strategy across too many platforms can dilute the impact of the message.
Modern thought leadership, surmises Amanda Bohne, vice-president of marketing at AppNeta, another Boston-based software firm, is essentially about “the ability to identify, understand and share intelligent views about the macro trends in an industry so that your audience sees you as a visionary or resource on topics that matter to them.”
In essence, thought leadership is about adding value. In practice, this means offering unique perspectives that are backed up by real-world examples, case studies and data.