The growing importance and misunderstanding of thought leadership

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Alexander Højfeldt Lund of the Native Advertising Institute sits down with FT Longitude CEO, Rob Mitchell, to discuss the growing importance of thought leadership ahead of Native Advertising Days 2024. Register for you ticket here.

In today’s competitive B2B landscape, the term ‘thought leadership’ is often touted as a key strategy for brands looking to differentiate themselves.

However, its frequent misuse and misunderstanding can undermine its potential impact.

Rob Mitchell, CEO of FT Longitude, sheds light on why thought leadership is becoming increasingly important and how it is often misunderstood.

Mitchell is addressing these topics in more detail at the upcoming Native Advertising Days 2024.

The rise of thought leadership
Mitchell emphasises that one of the primary reasons thought leadership is gaining traction is the need for businesses to stand out in a crowded market.

“If you look at law firms, for instance, a top-10 law firm does pretty list of panama cell phone numbers much the same things as its competitors and is structured similarly,” Mitchell says.

“When a client chooses between these firms, thought leadership can be a key differentiator. If potential customers find your thought leadership content interesting, it creates a lasting impression, making them think of you in the future.”

Beyond mere differentiation, thought leadership is crucial for brand building. According to Mitchell, there’s a growing recognition within the B2B space of the importance of brand as a valuable asset.

“Thought leadership helps build a brand around key areas that you want to be known for. It creates associations between your brand and the messages you want to communicate to your audience.”

Moreover, thought leadership provides sales teams with valuable content to engage prospects and customers. Instead of merely pushing products and services, thought leadership offers a way to initiate meaningful conversations.

“In a sales context, your team needs reasons to contact prospects beyond just selling. Thought leadership gives them something valuable to discuss,” Mitchell explains.