Thought leadership is additive, newsworthy, and educational. It teaches your audience something they didn’t know. It challenges the status quo. And it helps your audience achieve a goal or get better at something they care about. That’s why it’s an incredibly powerful tool, when done well. 

In this episode of Good Revenue, host Neeta Bidwai covers:

• Why data-backed thought leadership changes mindsets, shows differentiated value, & is hard to copy 

• How thought leadership differentiates from transactional & educational content (and why insights can’t be outsourced to AI) 

• Extensive data supporting the effectiveness of thought leadership in today's business environment 

• Why original insights & research are rewarded by executives, search, & social media

• Self-serve buyer journey requires vendors to build credibility with buyer who won’t take meetings or answer phone calls

• A systematic framework for building, resourcing, and distributing a strong thought leadership program

• How to focus on the right KPIs to measure success and why good content builds trust, brand, and ultimately great revenue.

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Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

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Highlights:

00:00 Introduction to Thought Leadership

00:34 Defining Thought Leadership

01:42 Types of Content: Transactional, Educational, and Thought Leadership

05:04 The Importance of Thought Leadership in Competitive Markets

07:04 Data Supporting Thought Leadership

15:46 Framework for Building Thought Leadership

22:04 Executing Your Thought Leadership Strategy

27:52 Distribution and Media Strategy

35:19 Measuring Success: KPIs for Thought Leadership

41:02 Conclusion and Final Thoughts

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References:

• LinkedIn / Edelman report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report 

• Pavilion / Kickstand report: https://meetkickstand.com/wp-content/uploads/2023/11/Kickstand-Content-to-Conversion-EBook.pdf 

• What is information gain? https://searchengineland.com/what-is-information-gain-seo-why-it-matters-429763

• Hard to measure channels: https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/

• Zero-click content: https://sparktoro.com/blog/zero-click-content-the-counterintuitive-way-to-succeed-in-a-platform-native-world/

• Buyer journey data: https://goodrevenue.io/buyerjourney

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Sound by RPS: https://www.rps-audio.com/ 

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