The idea is this: get a group of experts on a team, then offer their knowledge to customers and prospects as a value-added service. It’s influencer marketing writ large and it can burnish your brand. What could possibly go wrong?
Plenty, as it turns out. Having managed several such teams, I am now helping two clients—a software startup and a consulting firm—formalize their thought leadership functions. Both will admit it’s harder than it looks.
What is thought leadership, anyway?
Thought leadership is more than a bunch of clever individuals with big ideas. A thought leader should offer fresh perspectives on a field or topic—yet a fresh perspective by itself doesn’t make one a thought leader. Academic achievements, books and journal publications, or regular conference keynotes likewise don’t define someone’s thought leadership bona fides. Thought leadership combines forward-thinking points of view, on-the-ground experience, and enough situational awareness to help customers work better.
Read More from This Article: IDG Contributor Network: 5 things to consider before launching a thought leadership team
Source: IT Strategy