Estimated reading time: 3 minutes

Content marketing gets three times more leads than paid search advertising. We’ve done our fair share of telling you why it’s effective.  Here, and here, for example. And we’ll certainly continue talking about it. Because, it works. We believe in it for our clients, and we believe in it for ourselves. (Follow our #ElevenBlogChallenge.)

But, beyond its effectiveness, we consider part of our job educating clients on how the strategies and tactics we use in marketing change – and content marketing has been changing, again.

Consumers respond to storytelling. It’s arguably the best way for brands to make connections with potential and current customers. As a result, brands have become skilled at creating valuable content. Consumers are flooded with quality content. Valuable content on your website and blog is no longer going above and beyond – it is expected. So how do brands stand out?

Share Your Insight

Today, you need to have a content marketing strategy that showcases your expertise and positions your brand as a thought leader in your industry. We can no longer just be storytellers. You now have to show that you are a thought leader while at the same time sharing your personal experience in your area of expertise.

All of this is required to convert prospects into customers and customers into loyal advocates for your brand.

We know. Thought Leader is the new marketing buzzword. But, buzzword aside, there is something to be learned here about creating an authentic brand and sharing truly valuable content so you can stand out and make a difference for existing and potential clients.

1. Find your niche

True thought leaders understand their niche. What drives your brand, or the mission of your company? What does your audience (existing and potential clients and customers) rely on you for? What do they value? Connect what you know, what you are passionate about, and what your audience cares most about – and write about it. Don’t be afraid to be targeted in your focus.

2. Find your voice and speak in it

There is nothing worse than being disingenuous, or too commercial. When you are creating content that speaks to your audience – remember that what we all connect to most is a great story. That story can be witty, sincere, funny, playful or driven. If your brand has an established tone and style, be sure that your content speaks in that voice. It will make your content stand out and be quickly identifiable as yours.

3. Drop the self promotion

That sounds strange coming from a digital marketing agency, we know. And it is okay to talk about your company and how you can help – but shameless self promotion is not what being a thought leader is about. Focus on bringing value to your audience above all else. By doing so, you will establish a relationship and trust – which is pretty much the end goal in any brand-building effort. When you share content that educates, inspires and is helpful – your audience will keep coming back for more.

If these tips to becoming a thought leader with content marketing sound overwhelming, or maybe you aren’t sure how to identify the topics or voice to write in – or even who your target audience is exactly – we can help. We can start with a simple conversation, and work on creating a content strategy that works for you and your brand. Contact us and we’ll get started.