3 Most Common Thought Leadership Content Mistakes

Thought leadership content is one of the most important aspects of your marketing strategy. If your thought leadership content isn’t giving you the ROI you expected, you might be making one of these three mistakes: 

1. Not knowing your Ideal Customer Profile (ICP)

It isn't rocket science. It’s your most lucrative customer. It’s a person/company who is willing to pay the full price for your software, spend time in discovery, and after going live, renew their license year after year. 

Basic questions you should be able answer:

• What do they care about?

• How do they consume content: podcast, video, blog post, etc.? 

• Where do they consume it: LinkedIn, Facebook, industry newsletter, SI network, etc.? 

Without this information, your content will fall flat. 

1. Promoting your product and your company

Mixing insightful educational content with product pitch is a double edge sword since the person consuming it feels like he is being sold to. It seems like common sense, yet I see best practices and advice appearing in the same post as product features and sales pitch. That can take away credibility from the content, leaving marketers wondering why there are no downloads. 

1. Not including real-life examples

Nothing speaks louder than providing examples of companies putting best practices to work, transforming their business and sharing how they got there. It could be your customer, partner, or a company in another industry. They can also be white labeled. Examples bring everything to life and make it memorable. 

Content is King, but it’s got to be RELEVANT.  What are your content strategy best practices?

#contentmarketing #contentstrategy #thoughtleadership