Make your thought leadership stand out

Thought leadership that keeps your value proposition top of mind with stakeholders can make a meaningful difference as we enter economically uncertain times. And when done well, publishing informative, high-quality thought leadership can be vital when proving that your product, service, or partnership is a necessity in 2023.

Why? Because as businesses brace themselves for economic headwinds, your business stakeholders are likely to be asking themselves, “What external partners are truly critical to our success?”

New research from Edelman and LinkedIn offers insights into how best to do this, with thought leadership one of the most effective tools at a company’s disposal.

Here are three tips to help shape that content.

💡 Prove you can help customers thrive
64% of the management surveyed said their organizations have already tightened their procurement process in anticipation of looming challenges. And 44% confirmed that they will be less receptive to sales calls and marketing outreach if a downturn hits. Shifting or refreshing a marketing strategy takes time. Instead, you can increase your chances of winning business by publishing thought leadership content that:
• Proves you will increase a prospect’s profit margins or minimize losses
• Demonstrates you can increase the likelihood that clients will continue doing business with them in a downturn
• Show they you can help a prospect outperform, or take market share from its competitors

💡 Stand out from the crowd
Research shows that if a piece of thought leadership does not pique the reader’s interest within the first minute, they will move on and the opportunity to connect will be missed. To capture the attention of your intended audience, showcase an understanding of today’s economic realities and your familiarity with the customer’s industry. This can include:
• Identifying new opportunities or industry trends
• Providing insights that will make the prospect more successful
• Explaining how your organization can help the prospect do well despite
• Demonstrating an understanding of the prospect’s major pain points

💡 Be compelling — quickly
High-quality thought leadership should share a strong, data backed POV. The format you use to articulate that perspective is just as important as the perspective itself. These key content attributes will help increase the value readers attach to your piece:
• Reference robust research and strong supporting data
• Offer provocative ideas that challenge people’s assumptions
• Share concrete guidance on how to respond to the issues
• Make it quick and easy to consume and absorb

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