Thought Leadership Mistakes to Avoid

Published: 08 December 2017

Rather than lighting up the world with agenda-setting insight, lots of thought leadership content is regurgitated existing thinking.

You must have the information to back up any claims you make, otherwise you risk damaging your reputation if bold claims turn out to be unsubstantiated. Ensure your research methodology is robust and that you assess a wide range of sources.

Chatter around thought leadership is ever-increasing. There are over 46 million results for the term on Google and 17 million plus results for ‘thought leadership marketing’. Further to this, almost half a million people worldwide include ‘thought leadership’ in their job title.

Thought leadership combines the best of applied research, public relations, marketing and sales to differentiate your brand from your competition and boost your business development. Successful B2B brands recognise the value gained from genuine thought leadership, with more and more businesses following suit.

Yet much of what claims to be thought leadership marketing is anything but. Rather than lighting up the world with agenda-setting insight, lots of content regurgitates existing thinking. Though this approach may generate a few media headlines, tweets and LinkedIn likes, brand exposure will be short-lived, unengaging and, ultimately, commercially unsuccessful.

So how can you ensure your business avoids a thought leadership faux pas? Check out these ten ways brands often get it wrong.

To read the full article, please visit PM Forum here.

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