Content = thought leadership. Wrong…

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Content alone is not thought leadership

There is an interesting article which appeared on the MarketingProfs site yesterday titled: “Brands using content curation to build thought leadership”

The great news is that of the 150 marketing executives surveyed by HiveFire, 78.9% said their main objective for content curation was to establish thought leadership.

But let’s hope these 150 marketing executives are very clear in distinguishing what thought leadership is and what it’s not.  Because there’s content curation and then there’s thought leadership – the two are very different.

Content can include:

·        Opinions and views

·        Marketing collateral

·        Product information

·        White papers

·        Press releases

·        Company announcements

·        Reports

·        Presentations

·        Talks

·        Assimilating other people’s content on a particular topic

·        Etc, etc

  Thought leadership content on the other hand:

·        Is new

·        Typically reflects/provides new insights into the challenge/issues faced by a particular target audience

·        Can frame new debates/discussions around an issue whether that be social, environmental, economic, political, business, etc

·        Is evidence based

·        Does not overtly sell your product or service

Content alone is not thought leadership

Content that doesn’t do this cannot and should not be called thought leadership.  It is merely information.

This is not to say that it’s not useful but it doesn’t make you a thought leader.

In the thread of conversation that this article prompted, one reader, Jeff Molander, had this to say and I think he sums it up beautifully:

“Here’s my point: Different ways of effectively “showing off” what you know is different than showcasing something USEFUL for end users.

“Showing end users something you’re seeing, that they are not, and that reveals risk or opportunity — now that’s how I measure “thought leader.” Giving people a reason to think about something in a new light — and then take action on it. That’s valuable.”

You can read more at: http://www.marketingprofs.com/charts/2011/4730/brands-using-content-curation-to-build-thought-leadership#ixzz1IDxKIW7U

One Response to “Content = thought leadership. Wrong…”

1. Thought Leadership and Sales are Meant for Each Other | Sparksheet says:

   April 17, 2012 at 22:47

   [...] is a distinction between useful content and thought leading content. Hints and tips about health and wellbeing, insurance, savings and retirement, the pitfalls of [...]