Written by Matthew Morgan

Chief Executive

Sometimes it’s what you think, not what you have, that makes you stand out.

That’s how it works in crowded markets, when there’s very little difference in product specifications. And that’s how it works for businesses who offer something so new that nobody yet understands their product.

On a recent trip to Intersolar, I saw the booming renewables market through the eyes of a customer. With no time to listen to every little technical detail, the variety of suppliers is overwhelming, and differentiation is crucial. More on that in this blog.

Since that trip a month ago, I’ve been reflecting lots on the “how?” How can change-making brands like renewables differentiate in a crowded market? How can they hold a customer’s attention long enough to tell their story?

Done right, thought leadership can be the key to both those challenges. From my perspective, there are two ways to build brand differentiation with content that shares thoughts, not product details.

1. Show your commitment to a cause

Purpose is one of the big differentiators. After all, buyers prefer brands that commit to causes they care about – provided the commitment is authentic.

It’s also a great way to spark interest. People actively seek out, or at least respond well, to content that covers important issues. And if you invest in a creative angle for the content, your work will have plenty of originality.

Take Women @ Work for example. Deloitte has been running this project for four years. Each report asks searching questions about what employers are and aren’t doing to support women.

 

2. Share your expertise for free

Customers increasingly expect partnership from their suppliers. They ask: can you support beyond my current requirements? How will you react to unforeseen challenges?

Thought leadership can build trust with customers by showing the depth of your experts’ knowledge, beyond the scope of your current product portfolio. Sharing useful tips and opinions is also a short-cut to attention. After all, who doesn’t like helpful advice for free, if it’s relevant to their challenges?

One of my favourite examples of helpful thought leadership is The Objectivity Trap. LinkedIn know a thing or two about creating helpful content. In this report, they collaborated with ad legend Rory Sutherland to explore the misconceptions that make us undervalue B2B marketing.

 

Why standing out might be easier than you think

It can seem like an uphill struggle to differentiate. But in fact, it might be a little easier than you think.
According to a LinkedIn survey of decision makers, many brands make these mistakes with their thought leadership projects:

    • No relevance
      47% say that most thought leadership doesn’t seem to be created with their specific needs in mind
    • No authenticity
      46% say that too great a focus on selling or describing products was a common reason for poor-quality content
    • No spark
      40% say that unoriginal thinking or a lack of new ideas was a common reason for poor-quality content
    • No depth
      31% say that inexpert authorship was a common reason for poor-quality content

With most brands struggling to create compelling thought leadership, there is a huge opportunity for those who succeed.

 

Are you ready for the challenge?

Let’s find a way to make your brand stand out.

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