Mastering thought leadership

Choosing the ideal topics for your audience

Issue
February 06, 2025

65%

of buyers say that after reading a thought leadership piece, they changed their perception of a company for the better.

This statistic, which was published as part of a study by LinkedIn Marketing Solutions in collaboration with Edelman, highlights the importance of thought leadership in business.

Thought leadership is a very powerful tool which involves sharing insights, expertise and innovative ideas with the scope of both influencing and inspiring others. It is a powerful tool in business that builds credibility, fosters trust, and creates new opportunities. In fact, the same LinkedIn study found that 63% of buyers see thought leadership as important in providing proof that an organisation genuinely understands or can solve its specific business challenges. Thought leadership is also a necessary tool in attracting and retaining customers, partners, and top talent, all while staying ahead of industry trends and driving meaningful conversations that lead to growth and innovation.

What should one consider when selecting thought leadership topics?

The next step after understanding the need to establish a business as a thought leader, is dedicating some time in order to identify the right topics to write about. Selecting the right topics will give businesses the opportunity to ensure that they are writing information that is relevant to their audience, that focuses on current trends, sheds light on the business’s expertise and is based on research.

When you take the time to understand your audience, you can ensure that the topics you write about resonate with their specific needs. Start by conducting surveys and interviews with high profile clients, and potentially also conduct social media analyses to identify what kind of content your followers would like to see. Furthermore, in your day to day encounters with your clients, listen carefully to their questions, comments, and concerns. These can prove to be valuable insights into the topics they care about, giving you room to address them in your content strategy.

It is very important to consistently research and understand the latest trends and innovations in your industry. In this manner, you are better able to provide fresh and relevant insights that can position your business as a forward-thinking leader. Attending industry conferences, reading trade publications, and following other thought leaders in your field could all be avenues whereby you can get inspired on which topics you should address.

When working on thought leadership content you need to ensure that you leverage your company's unique expertise and strengths. Identify the areas where your business excels, choose the individuals that lead these areas and empower them to write content alongside you and your business, together creating a competitive advantage. This will help you ensure that your content showcases your cohesive knowledge and positions your company as an authority in those areas.

In conclusion, mastering thought leadership is not just about sharing insights; it's about choosing the right topics that resonate with your audience and showcase your expertise. By understanding your audience's needs, researching industry trends, leveraging your company's strengths, and collaborating with other thought leaders, you can create content that not only informs but also inspires. As you embark on your thought leadership journey, remember to stay authentic, provide value, and continuously adapt to the evolving landscape. By doing so, you will establish your brand as a trusted authority and create lasting impact in your industry.