The rapid acceleration of digitalization has brought an unprecedented level of competition in the global marketplace. With more companies, big and small, vying for the attention of internet users around the world, creating a strong digital presence through compelling content is a must.
Blogs from thought leaders draw people in because of the value they offer. Readers get to know the brand through helpful information in the words of an experienced industry expert. But it is also one of the most challenging content formats to do right, requiring in-depth research, quality writing, and good style.
If you want to know why blogging is crucial for thought leaders and how to do it effectively, read on.
Why Blog?
Given that blogging can be time-consuming, it is important to examine why writing articles is essential for effective thought leadership. These simple but sensible reasons can help you direct your goals and plan your content smartly.
Blogging Highlights Your Expertise for Credibility
Did you know that blogs are rated as one of the top five reliable online sources for information? Looking for answers on the internet has been the norm since the rise of search engines.
When your customers do that, you will want your articles to appear in their search results so that you can provide solutions to their problems and showcase your mastery of the subject matter.
Blogging Encourages Forward Thinking for Visibility
Your blog can reflect your innovative mindset as a thought leader, discussing trends and new technologies that can affect your industry.
By giving valuable foresight about the perpetually evolving industry landscape, it establishes your leadership in the field, which can ultimately result in other credible companies and sites quoting and citing your work.
Blogging Builds Relationships for Customer Loyalty
With 77 percent of internet users reading blogs, engaging these readers with relevant, useful, and unique blog content can help you gain prospects and build a loyal community that trusts you, ultimately increasing customer retention.
How to Craft an Engrossing Blog Post
Blogging is all about wrapping up what makes you a thought leader into an article worth reading: expertise, insight, credibility, and a wonderful persona others can look up to. Here’s how to get started:
Your Article Must Be Well-Researched
Thought leadership is rooted in expertise. Thus, your articles should be built upon a solid knowledge of the industry, deep insight into current challenges, and a strong grasp of relevant and emerging trends. From that, you will need to add your expert opinion, backed up by reliable and objective data gleaned from reputable sources.
Don’t depend on a single source. Go down the rabbit hole if you must so that you can devour all information that can be used for your article. Look into peer-reviewed studies, ask third-party specialists, follow the news, and cite publications you have quoted.
Cite Your Sources
Attribution is crucial in blogging so that your readers can also see where you got your information from. It is proof that you didn’t just make up the data you have written about.
It doesn’t mean you should litter your article with footnotes. To keep it clean, use your own words, show examples, and provide hyperlinks. More importantly, never steal the work of others. Be authentic.
Find Your Voice
While it is important to maintain a professional tone in your blog, you will also want to inject your thought leader persona into the writing style. Start by thinking of a popular publication that you want to emulate, then adjust your tone and delivery.
Being persuasive, confident, and authoritative can help you earn credibility. However, you don’t have to sound all business all the time—sometimes, it pays to add some playfulness into your language. In other words, be consistent, but be ready to bend the rules depending on your audience.
Conclusion
Setting up your thought leadership content for success begins with a thorough understanding of why it matters and how you can bring value to your audience. Ultimately, it all boils down to providing useful and proven answers that address your customers’ questions and challenges.