Did you know there are more than 600 million blogs on the web, and nearly 32 million active bloggers in the United States alone? Marketers that publish roughly four posts a week get 3.5 times the traffic of those who don’t. Yet we shouldn’t interpret those numbers to mean that simply pushing out more posts leads to better results. In fact, the sheer volume of blog posts only makes an ever-present content glut worse. Which means readers have to wade through more pages of low-quality, quickly generated “content” than ever to find something meaningful.
There’s absolutely nothing wrong with blogs; in fact, they can still be quite effective. Despite the apparent content glut, posts presenting thought leadership—that is, those offering truly unique points of view or new takes on well-trodden topics—can, indeed, break through the noise and garner readers’ trust. Sadly, in their rush to keep up the pace, companies usually don’t publish this level of quality content, which means their voices aren’t heard above the din.
Frantic blogging doesn’t build trust in your brand, but content that expresses true thought leadership does. Thought leadership content means telling stories in unique ways. Delivering uncommon points of view. Making prospects consider other aspects, avenues, and approaches to their problems. Focusing on building affinity as opposed to just pushing products and driving conversions. Thought leadership shows off your experience, expertise, and empathy to your customers—and that builds trust in your brand.
Considering the competitive media landscape and the content glut that increasingly defines it, how do you make your thought leadership stand out?
As marketers, we know that audiences respond positively when brands share educational content and compelling points of view. With the battle for attention in a growing glut of mediocre content, it’s obvious that quickly throwing a blog post on your site is no longer sufficient. Readers want to be engaged with authentic stories, entertained with compelling visuals, and inspired with challenging concepts. Now, with these tips, you can get out there and make your voice heard above the noise.