Three Reasons Why Blogging is Essential in Thought Leadership

So you want to be a thought leader? Ok, that’s fair. But are you a self-proclaimed thought leader or are you actually demonstrating thought leadership? There’s a huge difference there.

Let’s back up for a second. The term “thought leadership” is thrown around constantly these days, but how many of these references are used accurately and appropriately? Of course, there are several variations of the definition. My favorite is from Forbes which defines thought leadership as: “an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognize as one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise .”

Assuming we all agree on this definition, then how does one actually become a thought leader?

If you want to become a thought leader in your particular industry or area of expertise, then you need to be demonstrating it. There are several ways to accomplish this, but I’m going to hone in on one that we believe can have the strongest impact: blogging.

Let me explain why blogging is so crucial when demonstrating thought leadership:

Make your voice be heard.

You’ve already developed the expertise in a particular subject or industry, so why keep it cooped up in your head? Share it with others!

One of the best ways to demonstrate thought leadership in your area of expertise is to actively produce valuable blog content. You should be blogging regularly about several topics associated with your area of expertise. Write about topics that you know a lot about and that others need to know more about.

Be sure to blog often. This is not a “one and done” thing. The more you’re blogging, the more you’re increasing your exposure to position yourself as a thought leader. You want to make sure you are the go-to expert above all else when someone is seeking advice or assistance in your area of expertise.

Don’t forget about exploring guest blogging opportunities to contribute to other industry blogs. This enhances your visibility as a thought leader, as well as establishes credibility.

Promote your business at the same time.

Though the purpose of thought leadership blogging is not meant to be a promotional conduit for your company, you can still use your expertise through blogging to build credibility for your business or organization. Consider writing about topics that potential clients want to read about. If your product or service can provide a solution to their needs and challenges, then share that from a holistic perspective.

Then, when you’re prospecting, you’re able to direct these potential customers to your blog for information that theoretically should be answering the questions they already have.

Showcase unique situations that may resonate with prospective customers in your industry. These scenarios can tell the story of how you played a key role in solving a problem for a customer, and how your business was part of the solution in the end.

This is also a great discussion starter to showcase your knowledge in a particular area. At WordWrite we love when someone at a networking event or meeting mentions how much they loved one of our blog entries!

Avoid salesy and self-serving tones at all times! Thought leadership blogging is not meant to be a sales tool, rather to demonstrate your expertise in a particular area. Don’t “sell” readers on your blog – be as authentic as possible.

P.S. – it could also boost SEO.

As an added bonus, blogging is perfect for boosting your SEO. As my colleague, Hollie Geitner, puts it – this is a great way to keep your website fresh with great content. By writing strategically about topics and pain points that your potential customers are currently searching for anyway, this best positions your blog entries to the top of Google’s search results. By writing about solutions to the challenges your prospective clients are facing, you’re better positioned to be the thought leader they need, rather than writing about topics that no one is searching for.

Ensure that you’re peppering strategic keywords throughout your blog post, as appropriate. Keep the keywords your clients or prospects are already searching for top of mind while writing your blog entries.

Of course there are plenty more reasons why blogging is crucial when demonstrating thought leadership. What are some of your favorites?

Three Reasons Why Blogging is Essential in Thought Leadership