Thought Leadership that actually Leads
Thought leadership has gained significant prominence in recent years, particularly in the realm of business marketing and public relations. By creating content that provides valuable insights and perspectives on industry trends, policy changes, and emerging technologies, the goal of thought leadership is to establish credibility, build trust, and position oneself or one’s organisation as a valuable resource within a particular industry, thus standing out amongst competitors and increasing brand visibility and reputation.
In the last few years, thought leadership has evolved significantly, driven by changes in technology, consumer behaviour, and the competitive landscape. As information becomes more accessible and consumers become more knowledgeable, thought leaders are increasingly expected to provide original research and insights that go beyond conventional wisdom and showcase a deep understanding of the industry. Additionally, while the rise of social media platforms and influencer marketing has allowed thought leaders to reach a global audience and engage in real-time conversations, it has also affected consumer sentiment on self-promotion, thus forcing leaders to find the careful balance between providing valuable insights and promoting themselves or their products.
It’s no secret that thought leadership has become one of the most overused phrases and misunderstood tactics in public relations and content marketing. While thought leadership content can certainly be used as part of a communications strategy, its primary goal is to provide valuable insights and perspectives on industry trends and challenges, rather than promote a particular product or service. Additionally, there is a risk that thought leadership has become overly focused on generating buzz or gaining attention, rather than providing real value to audiences. We are at a point now where people introduce this term into discussions simply to sound relevant, and companies seem to fall into a pattern of “thought follow-ship,” in which a large percentage of the content they create is a regurgitation of material already done very well by a competitor. This has, unfortunately, led to scepticism among audiences that in turn undermines the credibility of thought leadership as a concept.
To avoid this, PR professionals and marketers must remember that thought leadership should be based on commitment, transparency, honesty, and integrity. How? To establish credibility as a thought leader, it’s essential to focus on creating content that is based on original research, data analysis, and expert opinions that provide unique perspectives on the challenges and opportunities facing a particular industry while also suggesting practical solutions and recommendations that help businesses and individuals navigate these challenges and achieve their goals. Thought leadership should be, first and foremost, a catalyst for discussion and shouldn’t end with someone handing out a collateral piece lined with product SKUs.
More importantly, thought leadership content should be actionable, providing practical solutions and recommendations that can help businesses overcome their challenges and achieve their goals – this requires a thorough understanding of the target audience’s pain points, priorities, and preferences, as well as a willingness to experiment with new approaches and strategies and be open to feedback and criticism.
As more industries undergo rapid digital transformation it’s likely that thought leadership will continue to evolve and become even more crucial in the years to come. The increased use of artificial intelligence (AI) and machine learning (ML) technologies will also shape thought leadership in the next few years by analysing vast amounts of data and providing access to valuable insights, emerging trends, and patterns that can aid in developing more data-driven and strategic thought leadership content. Moreover, thought leadership is likely to become more diverse and inclusive, with a greater emphasis on elevating voices from marginalised communities, challenging stereotypes and biases, and advocating for change.
As technology and consumer behaviour continue to evolve, it’s crucial that we get back to thought leadership that actually leads, and it’s essential to focus on creating content that is both innovative and actionable. Overall, championing thought leadership right involves having a clear purpose to educate, inspire or influence, being authentic and consistent, focusing on the audience, their needs and interests, using a variety of formats, and fostering a sense of community.
By following these principles, PR professionals can create thought leadership content that provides real value to their audience and positions their clients as true leaders in their industry, rather than jumping on the thought leadership bandwagon.
By- Hanine El Massri , Senior Account Manager at Atteline and the Vice-Chair of PRCA MENA’s NextGen Arabia Committee
Hanine is an experienced Senior Public Relations Manager with a robust foundation in PR having worked on a portfolio of international and regional brands, from luxury fashion & beauty, and health and wellness to corporate sustainability, hospitality, and broadcast brands. These include the likes of Careem, Discovery Networks, Liverpool FC, Pizza Hut, EDITION hotels, and Bateel to mention a few. She has worked across corporate, consumer, and lifestyle PR briefs with a focus on content generation, copywriting, strategic thinking, events management, as well as media and influencer relations. She is bilingual and possesses strong ties to both English and Arabic media, and is the Vice-Chairperson of PRCA MENA’s NextGen Arabia committee.
