In my work as a reputation and communications expert at BePublic Group, I have the privilege of regularly meeting passionate leaders. People with in-depth knowledge who want to make a meaningful contribution within their field and, more broadly, to society. Yet many of them struggle with how to share that expertise effectively and position themselves authentically. Often, they also want to put their organization or company on the map. But they do not know how. And that is exactly what thought leadership is all about. <\/p>\n\n\n\n
What exactly is thought leadership though? It means being a trusted authority within a specific niche or broader field by consistently sharing valuable and original insights. Today, in times of AI and an abundance of generic and fake content, the need for this human authority is growing exponentially. In ablog article, our managing director Liesbeth Pyck already described how AI is profoundly changing the communications landscape. Because of the large amount of automatically generated content and disinformation, the importance of reliable, authentic voices is increasingrapidly. Thought leadership is therefore no longer an optional extra, but an essential, personal, credible and impactful way of communicating. Today more than ever, in these AI-driven times. <\/p>\n\n\n\n
Recent research by Profacts, conducted among almost 500 Belgian B2B decision-makers and influencers, clearly shows how impactful thought leadership has become. No fewer than 84% of them indicate that thought leadership content plays an important role when choosing external partners. In addition, 60% are more likely to choose thought leadership content over commercial brochures or product information. Your partners, your target audience(s) and the general public alike: if you can position yourself and your organization as thought leaders, you can reach and convince them all. <\/p>\n\n\n\n
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International examples illustrate this perfectly. Strong thought leaders are passionate experts who manage to become closely associated with a specific topic. Think of Simon Sinek, who became known worldwide through one simple, powerful message: \u201cStart with Why\u201d. By communicating about this in a consistent and substantiated way across various channels \u2014 books, podcasts, social media and more \u2014 he built his position. His clear vision on leadership driven by a clear purpose made him to be regarded worldwide as the authority in this field. Or take Jensen Huang, CEO of Nvidia. He convincingly associated himself with one topic: artificial intelligence and GPU technology. Now, when someone says \u201cAI\u201d or \u201cGPU\u201d, you think of Jensen Huang. This not only gives him enormous credibility, but also benefits his company commercially. <\/p>\n\n\n\n
Yet Profacts\u2019 research also shows that this commercial aspect is precisely where things can become tricky. When thought leaders link their message to their company or specific services and products too thoughtlessly or too explicitly, they lose credibility. People no longer see them as a reference and authority who can inspire and guide them, but as someone giving a sales pitch. The real art of thought leadership is therefore to communicate in such a way that you can convey your core message, share insights and opinions, and reach your target audience without creating the impression that you have a \u201chidden agenda\u201d. People want to follow you because they find you interesting, not because they want to buy from you. Building thought leadership should be seen as investing in support and trust. But, as the research also shows, that support is the essential foundation on which people later decide to choose you and your company. <\/p>\n\n\n\n
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How do you, your CEO or an expert from your team become a strong thought leader? Of course, this requires a deep dive into your specific situation and objectives. Below, I am happy to share a few golden tips that you can start working with. <\/p>\n\n\n\n
To know what you stand for as a thought leader, you need to know who you are and how you are connected to your organization. You do not become a thought leader overnight. It is therefore essential that your communication genuinely starts from your own values, so that you can continue to communicate from that positionin the long term. Look for common values and goals with your organization or company, and align them. Depending on your profile and ambitions, it can also be interesting to show that personal side. People feel more connected to thought leaders who dare to share personal experiences in addition to professional insights. <\/p>\n\n\n\n
What is your overarching narrative, the \u2018umbrella\u2019 under which your core messages are brought together? Who do you want to reach with which message, and how do you turn itinto a logical, credible whole? Thought leaders such as Simon Sinek show that a recognizable, powerful umbrella story is essential. Clearly define what sets you apart from others and why people should trust and follow you. Align this with the goals, target audiences and values of your organization too. <\/p>\n\n\n\n
Thought leadership requires a well-considered communications strategy across multiple channels. Are you only present digitally on LinkedIn, in webinars and newsletters? Good, but too limited. Do you speak at events? Then you are close to your audience, which is excellent. But not enough. Do you focus heavily on traditional media and the accompanying podcasts and online videos? Smart \u2014 but not always targeted enough. So how should you approach it? Go for amix. The same research shows that no fewer than 87% of respondents use multiple communication channels for thought leadership content. A smart combination greatly increases your impact. <\/p>\n\n\n\n
Profacts\u2019 research also shows that while CEOs can be powerful faces of thought leadership, there are risks involved too. When you invest only in the thought leadership of one person, without involving the organization or other experts, you are putting too many eggs in one basket. When that prominent face leaves, trust in the organization immediately drops, according to 81% of respondents. That is why it is important to consciously choose a strategy that protects you against this risk. For example, by developing several voices within your organization who can each build their own authority. This makes your organization resilient and sustainably credible. <\/p>\n\n\n\n
You do not build thought leadershipovernight. Share your insights regularly, be consistent and always remain open to interaction with your audience. Actively engage in conversation, listen to feedback and continue to develop yourself. You can do this by regularly appearing in places where people can talk to you \u2014 such as events and lectures \u2014 or by being visible in formats where you are interviewed or where you are open to questions from followers, such as podcasts, newspaper interviews or webinars. <\/p>\n\n\n\n
Do you want to work concretely on thought leadership for yourself and\/or your organization? At BePublic, we offer an in-depth thought leadership workshop. During this workshop, I personally work with you \u2014 and, if relevant, your team. Afterwards, you can also expect a communications plan from us, and I can help you prepare for important speaking opportunities with additional media, camera or public speaking training. <\/p>\n\n\n\n
I would be happy to help you claim that authority in an authentic, thoughtful and convincing way. Feel free to get in touch for an informal conversation. <\/p>\n\n\n\n