Thought leadership has emerged as a powerful strategy for brands to establish their authority and grow in the saturated technology sector. Many marketers now use thought leadership to boost brand awareness and lead generation.
With today’s unprecedented access to information, consumers are more empowered than ever to make independent, smarter buying decisions. Consumers don’t just want to be sold to; they want to be in control of the purchase process. If your tech business doesn’t position itself as a reliable source of information, there is a danger that it will lose business to savvier competitors with better established marketing strategies.
What does thought leadership mean?
- Establishing your reputation as a trusted advisor
- Proving you know the ins and outs of your industry
- Understanding your target customer’s challenges and goals
Simply explained, to be a thought leader means that your business can demonstrate expertise and knowledge in topics relevant to your field and is looked to as a trusted source of information, opinions and industry insights.
How do you establish your tech business as thought leader?
Leverage the power of thought leadership using the content you create as part of your marketing efforts. Thought leadership content can come in many different forms, from blog posts to gated eBooks. To stand out from the mass of information published online every day, your tech business needs to focus on developing longer, targeted content that address the specific challenges and problems your target audience faces. Producing fully sourced, in-depth premium content will not only allow you to establish your organisation as an expert in your field, but it will also help your business offer possible solutions, while indirectly outlining the benefits of your products and services.
Write engaging blog posts
According to HubSpot, B2B marketers who use blogs typically generate 67% more leads than those who don’t. However, first, you need to get your target audience to read and engage with your content. You only have seconds to capture someone’s attention. Therefore, your blog posts should provide clear value to your readers.
Your blogs should not only contain quality, informative content published on regular basis, but they should also be SEO-optimised to increase their organic reach. When your blog content is valuable, it will become a resource, not just for your target market, but also for your industry. Over time, more sites will start linking to your useful posts, driving even more traffic to your website.
Gate premium content
Longer, targeted content is the foundation of any content marketing strategy, aiming to generate better results. Effective white papers, eBooks and how-to guides will require in-depth research and a persuasive, authoritative tone of voice.
Premium content that provides vital information on industry trends, threats and changes, based on your solid knowledge about the technology sector, will allow you to establish yourself as a credible brand in the eyes of your prospective and current customers. Gating this extremely valuable content can also be used as a powerful tool for lead generation.
Design compelling infographics
Simplify complex subjects using eye-catching diagrams and infographics that present information quickly and clearly. Create shareable, unique content that aligns with your brand and that can be used on your website or in email newsletters or shared on your social media platforms.
Create attention-grabbing video content
With nearly half of B2B buyers consuming at least 30 minutes of video, this is the ultimate combination of written, visuals and audio content to appeal to your target audience. Build authority and trust by showing your products in action or sharing your brand story.
How being a thought leader can enhance your lead generation efforts
Tech companies often use thought leadership to build reputation and strategically position themselves in the minds of prospective customers. However, positioning your business as a thought leader as part of your lead generation strategy can also help you build trust, open conversations, converts website visitors into leads and ultimately increase sales.
Keen to learn more about how to drive better results for your company? Download our latest eBook to discover our top tips on lead generation tactics for the technology sector, that are both actionable and effective!