The economic landscape is lain with upcoming landmines, the aftermath of which could force decision-makers to re-evaluate their partnerships with service providers and suppliers. Amid such challenging times, building trust is crucial. Nearly 88% of C-Suite professionals attribute thought leadership content to be steering their opinions on a particular organization. But it’s not just that. 86% of these professionals agree that the quality of thought leadership adds the final flourish to the brand’s value.
While that stands true, less than a quarter of the thought leadership content appears to be meeting the desired quality standards. In the face of constant disruption, how can businesses establish themselves as thought leaders and continue to carve out a niche as a voice of trust?
Why tech businesses need a thought leadership strategy
One of the most competitive industries in the world, technology businesses boast more than half a billion in strength in the United States alone. While the industry shows no signs of slowing down, it can pose a challenge for up-and-coming businesses to stand out. Moreover, with absolutely no dearth of information being passed around, establishing credibility raises another concern. Thus, adopting a thought leadership approach can be key for technology businesses to succeed.
Most businesses have understood and adopted the memo on churning thought leadership content. What they often fail to consider, however, is the kind of content they are publishing. 59% of technology decision-makers feel that technology thought leadership content being pushed by companies is not relevant. Rather than sounding like a product pitch, thought leadership content should aim to alleviate or address customer pain points.
Here’s how businesses can take a more empathetic approach to building technology thought leadership content:
1. Going people-first: Understand your audience
In order to nudge innovation, it is important to first understand who you are innovating for, what are the challenges they face and how your innovation can help resolve them. Thus, by understanding your audience, you can not only deliver content that matters but also deliver it in a way that resonates with them.
2. Build a brand persona: Define who you are
Once you understand your audience, it is time to let them know who you are. In order to be regarded as a forerunner in technology thought leadership, it is important that you are saying something that people are interested to hear and that which is not being said by others. Take for example, Microsoft, a company that prides itself on delivering clear and crisp content to consumers in a warm and approachable manner. Moreover, the company’s dedication to research has helped them achieve a reputation of competence. By establishing a unique persona and offering a value proposition that matters to your audience, you can ensure they know exactly who to look for and where.
3. Stay on top of trends: Bring fresh and exciting ideas to the table
The technology space is ever-evolving. Keeping abreast of the latest developments can help you devise a technology thought leadership strategy that keeps your audience hooked. As with the first-mover advantage, being the first to deliver new ideas can give you the edge you need to stand out. For instance, Siemens, a leading conglomerate known for its industrial manufacturing finesse, launched an exclusive landing page on smart infrastructure. That’s how they established their expertise in intelligent energy systems. Their theme was smart spaces.
4. Bridge the gap: Bring your ideas to your audience
Even the hottest news can miss the mark if your audience doesn’t understand or care to understand it. While it is important to relay the technical aspects, thought leadership content should find ways to highlight the impact that is ultimately being driven. That way you can create a connection with your audience and bring your ideas to them in a way they can relate to the most.
5. Collaborate with other influencers: Build a valuable network of like-minded leaders
Credibility takes precedence when trying to establish technology thought leadership. Interacting and learning from other thought leaders helps gain a better sense of what’s happening as well as create credibility through mutual trust. As part of their collaboration strategy, American Express hosts guest authors from a variety of sectors on their “open forum” website page. The content derived is therefore high-performing on search engine ranks, drive site traffic and engagement.
6. Take an omni-channel approach: Expand your reach across channels
Social media has become a prerequisite to any marketing strategy. A thought leadership strategy should take multiple channels into account. Social media is a great way of pushing content across, but more essentially, it helps you engage with your readers in real time. By doing so, you earn greater visibility and carve a niche for your name in your audience’s minds.
Related reading: Developing thought leadership content that drives results
Some prominent technology thought leaders; why they are who they are
While most regard thought leadership as a way forward, only a few have realized its potential. Take for example, TCS, a major IT services player, which consistently displays thought leadership through its research and development efforts. In 2019, they released their annual CMO study, focusing on “Innovating the Brand Experience Through Digital Transformation.” This provided a foundation for most of their marketing strategies moving forward.
Capgemini is another distinctive example that’s focused on emerging technologies, and delivering transformative digital strategies to businesses worldwide. Capgemini SE initiated a study on Climate AI and how artificial intelligence can power climate action strategies. By being the first to talk about one of the top trends in the world they established thought leadership.
The power of execution; the final step to establishing thought leadership
Establishing technology thought leadership can be intricate. When done right, it can give your business the boost it needs while positively reflecting on your bottom line. However, chances are, without the right tools and approach, it may have the opposite effect. With a focus on education, continuous innovation, and bringing that innovation to the masses, businesses can garner a reputation of being a thought leader.
Netscribes’ Content Marketing Services combine the right expertise, strategies, and solutions to help you craft technology thought leadership content. We help you better engage your audience and foster trust for your business. Contact us to know more.
