Does Your Content Demonstrate Thought Leadership?

    Credibility is the primary determinant of thought leadership in content creation for marketing. Most of us are sufficiently articulate to tell a story believably, regardless of its subject matter. The real measure of credible content is its reliability and trustworthiness.

    Despite (or perhaps because of) the agility of today's mobile avenues of communication and dialogue, people are looking for substance in the messages they receive (or offer to the world). This is true whether you're reviewing a movie or restaurant, reporting on new developments in enterprise, or marketing consumer products and services.

    Of course, its always helpful if you're familiar with your audience and know what they're looking for. However, while pandering to the expectations of the crowd may make you popular, it can leave much to be desired when it comes to offering useable information. Presentation of facts in real-time qualifies as thought leadership, and doing so doesn’t have to be monotonous or mind-numbing. The objective is to present a good-read as well as being accurate and candid.

    To assure your client's credibility with consumers, advise them to:

    • work within your own realm of knowledge
    • seek opportunities to contribute content to unfamiliar topics and themes to expand your own knowledge
    • collaborate when you can with individuals reputed for their expertise in their field
    • always monitor content to verify your messages accurately present the evidence and incidents you describe. 

    Doing so may be most important for marketing, since your reputation depends on the quality of information you impart to consumers who may find themselves compelled to try the products you describe. Offering inaccurate content is not only deceptive, it also causes them to spend disposable income on items that may not perform or provide as described. Your own status as a thought leader, and that of any organization you represent, suffers when people find they can't believe what you tell them

    Content curation involves selecting and messaging appealing digital content to online consumers. It is an integral component of credibility. Used frequently for marketing through social media, content curation deals with specific products or services, publicizing them relevantly in accordance with their real purposes and uses. Often a poorly understood technique, the misuse of content curation can lead to loss of credibility with consumers. So, proceed with care.

    To neglect such concern is self-defeating. Rather than acquire a deserved reputation as a trusted resource, you alienate consumers from both your personal brand and the goods you want to market. At the same time, while the premise of presenting entirely original content is ideal, its not practical. Its OK to draw from others' high quality work, so long as you cite what you've borrowed and contribute your own commentary. Availability of Twitter-derived collection and curation tools can provide the resources you need to locate and develop finest quality content for enterprise.

    Content curation tools also:

    • speedily choose material for your added observations, which may
    • confirm and clarify consumer experiences, including
    • information from market reports and online chatter, to generate
    • agile demonstration and delivery of curated content.

    More sophisticated curation tools can be found at the following sites:  CIThread, Egentia, and Loud3r, among several others. Appropriate implementation of the information they provide can add to the thought leadership of your content.

    Even to persistent users, the access the Web provides to a previously unimaginable quantity of information is somewhat deceptive. Simply put, not everything you read online is true. Thought leadership for content opposes this trend by respecting the targeted audience and assuring the veracity of what's presented. Quality content has to be provided regardless of purpose.

    You want your brand to rank highly among digital consumers because it offers meaningful content useful to them, rather than because clever promotional tactics or outright fakery have captured their attention. It is one thing to write a definitive-seeming point of view; entirely another to substantiate it.

    It doesn't matter whether you're marketing real estate or diet pills, mobile devices or motor homes; nor does it matter how well you write about them. Content is only partially based on the products offered or a copywriter's skill; thought leadership emerges from credible and well-curated content, accurately depicting the heart of particular subject matter in a thoughtful, engaging way that educates digital consumers while charming them.

    Topics: content marketing - content marketing tips - content marketing strategy

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