In today’s modern world, we experience a fiercely competitive landscape of media. From connecting with others through Facebook and Twitter to watching the five o’clock news, we are constantly being bombarded with new information.
Because of this continuous fight for attention, a business’ thought leadership has to do something eye-catching to stand out. As a result, the most intriguing thought leadership (at least for technology companies) enhances our understanding of the role of technology in our daily lives. We often see pieces related to hot topics like global warming, airline travel, military and defense, cybersecurity -- all the way down to smaller-scale things in our own homes, like automatic sprinklers that use the magic of the “internet of things” (IoT) to be programmable remotely.
On the other hand, regularly producing thought leadership is just as important as how great the content is. If a business does not regularly engage its target audience, chances are those targets will find another source that suits them better. It is imperative to share thought leadership pieces on social media, the business’ own website and third-party sites.
But are businesses really marketing when it comes to thought leadership?
Luxoft, my company, formerly approached thought leadership as a means to monopolize business-to-business (B2B) campaigns -- which were drenched in content and marketing lines -- expecting a reader to be sold rather than enlightened. We had to make a strategic shift, formalizing our thought leadership to avoid this approach.
B2B marketing efforts drive specific outcomes, such as making a case for which vendor an enterprise should choose, while our new philosophy entrusts thought leadership to drive one’s choices within the enterprise. These are different end-user outcomes (for readers, watchers and listeners), and they are certainly mutually beneficial and impactful in different ways.
Thought Leadership: Past And Present
When you look at the history of thought leadership, it grew from a purely academic and intellectual point of view. Reflecting on anything from astronomy to agriculture, it tended to be a resource for knowledge, discussion and debate, and it helped identify thought leaders and personalities in these niche spaces.
Moving toward the present, thought leadership became more focused on the end-user community and appealing to industry analysts and the media. Simply put, thought leadership enabled businesses to prove to the world that they can comment on a wide range of topics in their area. We had to make statements on cutting- and leading-edge technology as well as prove we could successfully advise, implement and manage technology-based solutions.
Now, I believe what we’re seeing is an infusion of marketing into thought leadership, due to the amount of noise in the digital world (businesses have to get the attention of potential clients who are swimming through a sea of information somehow!). But at Luxoft, we think of thought leadership a bit differently and know it can be done in various ways.
Blogs
One of the most well-known forms of thought leadership is the blog. Our blogs come in various lengths, cover an endless number of topics and often embed additional media. Blogs can be co-authored with a partner or written by a single expert, and often have a hook at the beginning to intrigue the reader. They are a great way to get your audience to learn more about a topic.
Magazines
Magazines, particularly e-magazines, have the right balance of images, content and eye-catching formats to draw in people who are interested in certain topics. For us, our own LoGeek magazine covers the latest technology trends in the IT world. In addition, our financial services e-magazine, Tech Spark, has a theme that encompasses four distinct articles that are relevant to the finance industry.
Podcasts
Whether grabbing a coffee or making a daily commute, podcasts are ideal for busy people. There are many who say they have no time to read an article or flip through a magazine -- and that is completely fair. Listening to your podcast is possible no matter where your target audience is headed.
Videos
Humans like visuals. But if a picture is worth a thousand words, a video -- which shows many pictures -- could be worth much more. Videos are a great way for viewers to get to know your team and what each person specializes in, as well as follow to you at events. Viewers can see the personalities of your experts, their tics and their facial expressions. Ultimately, when done well, videos can feel more personal.
Our videos cover many different industries. Recently we released a video of our own vice president of technology explaining what self-sovereign identity is all about at a blockchain conference. In another video, I got to interview our managing director of automotive on what original equipment manufacturers (OEMs) and consumers can look forward to as the industry rolls forward.
The Answer: What Is Marketing’s Role In Thought Leadership?
As a service provider that is responsible for advancing technology within multiple industries, Luxoft’s marketing aspect of thought leadership has turned into an educational experience for our watchers, listeners and readers. I am not referring just to buyers of our services and products, but making all viewers think about peer-reviewed and co-authored, research-driven positions regarding how technology has and will influence the future.
For some, thought leadership is still viewed as another channel to market products and services. But our position has been to create content that’s relevant to stakeholders, industries and those interested in specific technologies.
Yes, you can take a few seconds to like a Facebook comment or read a tweet, but going through a deep process in your own mind to actually understand and evaluate your position critically is an entirely different level of enlightenment.
Market education, showcasing what valuable information readers can gain from this type of material. Through your content, encourage readers to rethink their views, and spark debate and thoughtful discussion with others.
