Don’t Let Your Competitor Be The Thought Leader In Your Industry

AscendWorks | Content

In a world where we are all publishers and your customers all have easy access to choices, your content becomes a critical asset. The stakes are high. Your customers are not allowing themselves to be sold to or marketed to. In fact, they work with vigilance to eliminate noise from their lives and search for the things they are looking for.

If you compete within a defined industry, your competitors show up in search results. The ones who exemplify thought leadership show up higher. We are experiencing a more intelligent web today. Google manages those results on the internet and the algorithms for who gets found serves web searchers, not marketers. The results that are shown rely on credibility and consistency along with relevance and authority. Google authorship is ascribing a real human being to the content and an author’s credibility is on the line now. Anonymity and clever keyword gamesmanship is going by the wayside.

However, for those of us who have worked hard to build lasting content assets and establish thought leadership in our space, a continual pipeline of business becomes the reward. Thought leadership establishes a company or person as the leader in the mind of the customer. They provide up front value and frame the thinking for someone who is trying to understand how an industry space works. Your content should resonate with your audience to win the battle of the mind in an attention-scarce economy.

Someone will become the thought leader in your industry. If you become the hub where your customers come for information, education and insight about your industry, then your competition will look inferior when compared in the final buying decision.

However, if you drag your feet or can’t seem to put the decision and actions together to drive thought leadership via content, then your competitor who does it well will take a giant chunk out of mindshare space from your market. They will own the virtual sales funnel.

If you want to make your selling easier, commit to a content strategy that starts with world-class, remarkable content. Take a look via Google search to see who your competition is in your space and if they have thought leadership content. If not, then you can own this space. It’s not necessarily about doing the activity. It is about being committed to a long-term strategy and having the systems, content and processes for deep engagement by a prospective customer. There has to be substance, not busy activity. Remember, we don’t like wasting our time on things that look like value but are not.

Are you the thought leader in your industry? If not, what is holding you back?

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  1. [...] If your competitor is the content leader and provides the questions and answers a prospective buyer is trying to understand, then their brand is creating trust in the mind of the buyer. They are perceived as the leader in your industry, especially with a content system that engages the reader on a deep level. [...]

  2. [...] Want to be the thought leader. The customers we work with become the thought leaders. When people search for information in their industry, they find our customer. Our ideal customers know this is important to build trust and become the established and reputable source for information leading to a sale. [...]

  3. [...] barrier for salespeople is that they have to do the hard work of having thought leadership. Their methods are not scalable. They depend on up close and personal contact, which is not [...]

  4. [...] Putting your name on your content and knowing what content is ascribed to you helps to establish your authority. We have been refining our client’s content marketing systems to reflect their authority around Google Authorship and their search results are benefitting from their increased authority on their industry thought leadership topics. [...]

  5. [...] quite a bit from industry publications and magazines. They are content factories that become a trusted hub of information for people interested in buying products, solving problems or growing their knowledge. They are [...]

  6. [...] some point, life after boredom becomes about meaning rather than show. When we read and engage content that shows thought leadership and credibility about a subject matter, then a dialogue and a connection starts to happen. Your positioning in the [...]

  7. [...] your own content should be world-class on a consistent and persistent basis. You want to become the authority in your industry so that people seek you out and share what they learn from [...]

  8. […] Content that nurtures and positions you as a thought leader is not easy work. It is rigorous and requires you to get inside of your customers’ heads, but it is honest work. You are broadcasting what works and why it works. In so doing, you are presenting yourself to provide success and return on value to your customers who are still not at a decision point. […]

  9. […] starts with content that people can experience your thought leadership and knowledge from. After this, the action step to get people to commit to something has to be laid […]

  10. […] kind of anticipation and commitment is critical to the conversion process. It is respect for your ideas, advice and knowledge. And where there is respect, the conditions are ripe to move into a deeper business […]

  11. […] your products and services is not about slick gimmicks or pressure tactics. It is about being a thought leader and helping to identify the problem your customer is trying to solve. It is a special skill and one […]

  12. […] your thought leadership means having conviction about what you are about and how you can help people specifically. This […]

  13. […] real means showing thought leadership in your industry. Share your knowledge and demonstrate your expertise so people know who to talk to when they are […]

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