In the B2B world, buyers control the purchasing process more than ever, and 83% of B2B buyers conduct extensive research before reaching out to a company.
As buyers investigate different companies, they learn who the top voices are in the tech industry. Eventually, B2B decision makers will turn to these people without researching alternatives.
Thought leadership content enables you to become one of the top voices in the tech industry that buyers turn to when they need a solution or plan to make a purchase. In fact, 64% of B2B decision-makers think leadership is a more credible trait when evaluating a company than other marketing materials.
This article will explain what a thought leader is and how to become a thought leader that pushes your company’s growth in a competitive tech market.
Thought leadership involves continually sharing ideas and advice to establish knowledge and expertise in your industry or on a particular topic.
As a notable expert in the tech industry, you’ll have a positive reputation for helping others with your insight and experience. Establishing yourself as one of the thought leaders in the tech industry is super helpful when running a business. The trust and credibility you build for yourself naturally extend to your company, meaning people are more likely to view it as reliable.
However, becoming a thought leader requires more than publishing content to share your ideas and opinions. Creating a good reputation takes dedication, careful planning, and knowledge of content marketing techniques.
There are several ways to become a thought leader in tech. We’ve curated some of the most effective methods for building your reputation as a trusted expert.
Personal branding refers to reading a brand for a person, often representing a company. A personal brand is helpful in thought leadership since it makes it easier for you to ensure your target audience knows who you are, what you stand for, and why they should trust you over a competitor.
Once you’ve developed your personal brand, you can use it to participate in trending discussions, share your insight, and engage with your audience.
A highly effective way to push your ideas and insights into the world is by writing blog posts about trends and topics relevant to your audience.
Consistent, high-value blogs also help drive organic traffic (that comes from unpaid sources) to your website and increase your search engine rankings, so it’s easier for buyers to find you.
Publishing thought leadership content on your company or personal website makes your ideas visible and easily accessible. However, regularly developing topic ideas and writing blogs takes time and dedication — time that you may not have.
Therefore, it’s common for company thought leaders to work with their marketing department to find a ghostwriter for their blogs.
A ghostwriter can collaborate with you to uncover your most important ideas and perspectives. Then, your ghostwriter can draft a blog for you to review before each blog is published.
Did you know that people are 77% more likely to buy from a company if the CEO uses social media?
A solid digital presence is critical to establishing yourself as a thought leader, and social media allows you to control the thoughts, content, and messages you share.
In addition, social media is invaluable for amplifying content like blog posts, whitepapers, webinars, etc. You can also use your social media pages to share interesting and valuable industry content with your followers.
Most of all, social media gives B2B business leaders a direct channel for engaging with clients, prospects, and peers. An active social media presence enables you to build a true following, which is key to becoming a thought leader.
The most powerful platforms for B2B brands are LinkedIn and Twitter.
Becoming a thought leader requires a real understanding of your industry. Technology is not a space where you can ‘fake it until you make it’ — you need to know your stuff.
Even if you’re an expert in your niche, staying on top of industry trends, developments and news is crucial to proving your expertise. Keeping up with the latest is especially important in the tech industry, where evolutions move fast.
Aside from technology trends and developments, it’s essential to stay informed about changes in consumer behaviour and marketing best practices. After all, content marketing is the main practice you'll use to build your reputation. As content marketing evolves, you must evolve with it to stay relevant.
Networking is crucial to building a reputation as a thought leader in most industries because it gives you a chance to interact with your community in person.
According to the Harvard Business Review, 79% of business professionals think in-person meetings are the most crucial way to meet new clients and sell business services. Moreover, 95% say face-to-face meetings are essential for long-term business relationships.
So, attend in-person networking events for professionals interested in your niche and seek out speaking opportunities at such events to share your insights with the attendees.
You can also collaborate with tech influencers and work with them to reach their audience.
Collaborations can include hosting or participating in webinars where you and other experts can showcase your knowledge. The more people you can meet and add to your network, the more potential you have to become an influential voice.
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