Module 2: Amplifying Authentic Engagement Through Influence Unit 3: Authentic Attributes of Thought Leaders
your perceived thought leadership capitalize on the attributes shown below?
“The intellectual firepower of a firm or individual capable of earning the attention and trust of prospects and customers based on forward thinking insights, original ideas, novel perspectives or helpful education that passionately drives conversations, champions new directions or inspires actionable strategies.” - Barry and Gironda (2019)
Thought Leadership
AUTHORITATIVE THOUGHT LEADERS
As shown in the Appendix, the largest contribution to your social media influence comes directly from your perceived thought leadership competencies and the degree to which it impacts your recognition as a trusted authority. According to a B2B Influencer Marketing Report, 83% of B2B marketers consider influencer marketing because they want to be seen as thought leaders. This is not surprising given the emphasis buyers place on authoritative content in making their purchasing decisions. For example, • 76% claimed that truly engaging thought leadership influenced their purchasing decisions ( based on 1,644 executives surveyed by The Economist Group )
• 49% of decision-makers say thought leadership influenced their purchasing decisions (based on 3,275 business executives surveyed by LinkedIn-Edelman) As more brands and influencers continue to vie for their industry’s coveted “go-to resource” designation, greater demands will be placed on (1) “creating content that’s more analytical and references other content” (Forbes), (2) participation in authoritative platforms like LinkedIn and
Thought Leadership Media Venues
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