Position yourself as a leader

“Thought leadership” used to be a term on everyone’s lips. Every executive talked about their special insights, every supervisor shared their “aha” moments, and every salesperson listed their tricks for turning a lead into a close.

Additional professionals entered the arena of thought leadership, causing the term to lose its luster for some. That’s unfortunate, because there has arguably never been a more important time to be a thought leader than now.

And why? Because people crave credibility, value transparency and expect competence from those in charge. These demands are made over and over again, and supposed management never stops trying to meet them either. That’s also why Amida has been focusing its organizational design on idea management for more than a year: Even though there are always fads and buzzwords, true idea management will never exist.

Are you ready to dive deeper into how you can leverage content to become the idea leader in your industry?

Sort through the noise.
The introduction of idea management was consistent and well received, but its appeal has really taken off in the last two or three years. As with numerous sudden changes in entire sectors, the pandemic has been as big a driver as any.

According to Edelman and LinkedIn’s 2021 B2B Idea Management Influence Research, two-thirds of decision makers said the global outbreak of COVID-19 has led to an increase in thought management material in their industries.

And why wouldn’t it? It was a unique international event that forced everyone to make a difference, and leaders believed they could still connect with their audiences and give them their own experiences. But what happens when many voices flood the market with an excess of exactly the same? Well, it becomes increasingly difficult to stand out from the crowd.

Consider, for example, how content marketers and persuaders have used Google’s Internet search engine algorithms to create relevant web content that answers simple questions like.

How can I increase the open rate of my emails?

What is the best subscription collaboration device?

Who is one of the most cost-effective staffing companies?

These are the kind of questions that everyone asks and have also been answered thousands of times. For idea leaders trying to get attention, the key is to find methods to claim much less of it. That’s one way idea leaders can preserve their own buzz, even if the term idea management itself has lost some of its meaning.

Produce timeless idea management content

Seventy-one percent of respondents to the Edelman-LinkedIn study said they found only fifty percent of the thought management web content in their industry useful. So how can you develop thought management content that is the exception and not the standard? Start right here to find out how you can position yourself as an idea leader:.

1. Learn about the ethical structure of your industry.
   Leaders wear several hats. They control morale, watch the money, and usually have their hands in virtually every aspect of a business.

But they also have an ethical obligation to themselves, the company and their industry.

It’s wonderful to be educated and experienced, but an authentic leader needs both conviction and a dedication to doing the right thing. That means you should ask yourself some important questions before producing web content associated with your name and company. Does your service version on the web serve the general public as beneficial or detrimental? Are you an ally to the marginalized and those without a voice, or are you simply satisfying the trusted majority?

Why are these questions so important? It’s about credibility and believability. If it seems like you are just another opportunistic voice going after the same slice of the market share, what sets you apart from the competition?

Reflect on the values you and your company stand for and be credible leaders who matter, not just sizzle. If you are steadfast and moral, you will go far.

2. wait and see.
   It’s fun to be one of the early adopters or the first voice on something. The first phase is delightful, especially if you know what you’re getting into. If you don’t? Well, then things get tough.

Instead of rushing to take the first step with your thought leadership, step back, take a breath, and wait to see if this conversation brings you out of your deep sleep. After that, WAIT – or ask yourself, “Why am I speaking?”.

Then ask more questions. Are you moving the discussion forward? Is it a sensitive topic in which you are well versed, or are you speaking without deeper insight and with the simple intention of being heard?

If you don’t know about a topic but feel compelled to write something, try to equip someone with direct knowledge. Use your platform to be listened to and acknowledged. The WAIT approach also allows you to evaluate your part in a conversation: Will preconceived notions or biases change your perspective?

These are all difficult topics, but they are easier if you first believe, then believe, then believe, and then type.

3. Use your expertise with joy.
   Now comes the really fun part! Thought management satisfies the itch that every person needs to have an area of expertise and also a place of competence. As soon as you have evaluated your moral duties and let your views mature and pull, begin sharing them.

Begin with your successes. Triumphs resonate with viewers and show them what is possible. More importantly, talk openly about your failures. Deal with them proudly, and be transparent about what led to them. Losses have made you the leader you are. So show your visitors that you learned from those mistakes.

Overlay those lessons with methods you should follow. Even if people don’t follow your exact path, a selection of steps and ideas can help them find their own way – much like you did.

Idea leadership has evolved from a buzzword to an important marketing tool. Just make sure your ideas continue to be appropriate and genuine.

Are you producing the right kind of material to achieve your idea management goals? Click below to take your free web content assessment today!