There’s no question that you should create thought leadership content. The question is "How?" And how to do it well.
The sooner you let go of these five myths, the more effective your content will be.
Myth# 1: Nobody wants to read long-form content.
“People don’t want to read anymore.”
Well, yeah. But long-form content performs exceptionally well for increasing your reach and generating leads.
We’re in an age of information oversaturation because we’re obsessed with information.
People want to read long-form blogs, white papers, and guides when they’re actually useful to them.
Your audience wants content that helps them make better decisions. They want super-niche content. They want content that guides them through major projects.
Good long-form content is well-structured, augmented with visuals, and most importantly, filled with information that’s worthy of your audience’s time.
Myth# 2: New and small businesses should focus on sales copy, not thought leadership content.
Building trust requires that you show your audience that you’re an expert. Telling them isn’t enough.
In a recent Edelman and LinkedIn survey, 63% of decision-makers said thought leadership content is particularly important for building trust with new and small businesses.
Good thought leadership is also good for growth. It draws in leads and keeps them engaged. Not only does it drive form fills and lead generation, it also establishes your brand’s authority.
Small businesses sell themselves short if they don’t include thought leadership in their content plan.
Myth# 3: Infographics are over.
Just as long-form content has its place, so do infographics. They aren’t played out – it’s just important to be more strategic about their use.
Infographics alone can’t be read by search engines, but they’re great for building backlinks and sharing on social.
On your own website or blog, consider breaking up a long infographic into smaller graphics with SEO-friendly text in between each image.
Those small graphics can have a life far beyond a single blog post. Share them on your social accounts and insert them into other relevant content: video, blogs, guides, webinar decks, etc.
Myth# 4: No more listicles!
Despite claims to the contrary, readers still enjoy lists. They’re snackable and simple – perfect for short attention spans.
Well-done B2B listicle articles can garner thousands of shares.
But they have to deliver on their promise. The listicle craze led to a lot of unhelpful filler, so it’s important to use the list format to deliver information that’s truly impactful for your readers.
Keep them short and insightful. Ask yourself:
Is there anything surprising on this list?
Does this list address my audience’s most pressing questions?
Did I save my audience time by gathering the items on this list?
Is there information on this list that can’t be found elsewhere?
Does this list simplify a complex concept?
Myth #5: Thought leadership works only for the top of the funnel.
It’s true that thought leadership is best for attracting leads, but it’s also good for sealing the deal.
Buyers want guidance throughout the sales process.
This means that your sales team must have the knowledge to address key customer pain points. And they’ll need good content to back up their expertise.
Thought leadership adds credibility to sales copy. Incorporate data points and insights from your thought leaders to make your sales enablement content more impactful.