Good Content Is Transformative Content

Reader fatigue is at an all time high, with over 6 million blog posts published online per day, and over 2 billion posts published per year. So how do you rise above the noise and get the attention of the people you really want to engage with?

The answer is quite simple (yet not so easy to achieve). Your content needs to offer genuine transformational value to the reader, while being packaged in a "snackable", easy to digest format.

As the world hurtles headfirst through the digital age, the volume of content being produced online has never been higher, and is set to continue growing for years to come as businesses start to recognise the power of thought leadership as way to build their audience and have customers build relationship with their brand.

Why usefulness is more important than ever

We know that volume does not necessarily equate to quality, and in fact current statistics show that consumers find as much as 60% of content is not useful at all. This number is even more...

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Strong Thought Leadership Leads to Market Leadership

Thought Leadership cannot merely stay as an abstract badge-of-honor for your brand. In order for it to be truly beneficial, it must eventually be converted into market leadership and the revenue that follows.

Providing your audience with high quality, thought-provoking, action-inspiring content is one of the best things you can do to build your company’s brand and reputation. Despite this, thought leadership is very undervalued by sellers compared to buyers according to an Edelman study which surveyed business decision makers in a B2B context. (2019 B2B Thought Leadership Impact Study)

This study showed that up to 61% of respondents were willing to pay a premium to work with an organisation (or person) based on their thought leadership, but only 14% of sellers believed that thought leadership could help them charge higher rates than their competitors.

So why is there such a glaring disparity between the perceived value of thought leadership?

One possible reason is that not...

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The Power of Thought Leadership

thought leadership Sep 10, 2019


How often have you seen a celebrity (or influencer) endorsing something completely outside their field of expertise and have had a negative reaction along the lines of, “What does this person even know about premium hog feed?” Unless you live in the wild, your answer is likely to be at least everyday.

For as long as marketing has been around, so has the ubiquitous celebrity endorser. Of course, there is a time and place for celebrity endorsers, and if used strategically, they can be very effective. However, due to the sheer volume of celebrity-centric marketing campaigns linking these endorsers to unrelated products, the opposite of the desired effect has become prevalent in the market, with many people becoming numb or having a negative reaction to the material. 

 People Value Authenticity and Expertise

This negative reaction is rooted in people’s natural distrust for things that seem too salesy and inauthentic. Why should you trust an endorser...

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