Brilliant copywriting is an essential component of any effective marketing strategy. Your copywriter is your “silent salesperson,” generating revenue for your business 24/7 - even while you sleep.
Without well-written content, it’s near impossible to market your products or services to your ideal clientele. But you may wonder, what exactly is " thought leadership copywriting," and how can it help your business?
Copywriting is the art (and science) of writing persuasive advertising copy. These days, that's mostly web copy. That's not to say I haven't written my fair share of brochures and mailers. And while that all might sound simple enough, crafting compelling copy that wins hearts and minds is far from straightforward.
Regardless of your industry, thought leadership content is an extremely powerful tool for driving your brand's message.
So, to help you get started, I'm sharing how I harness the power of thought leadership concepts for my clients to:
Build valuable relationships
Establish themselves as authorities in their space
Share their brand’s message with new, vetted audiences.
Help more people with their goods and services.
Make impactful, market-disrupting change in their industry.
What is Thought Leadership Content?
Thought leadership copywriting educates your target audience about a particular topic related to your industry. For example, if you're a real estate company, you might ask me to write a "state of the industry" piece about the housing market. Or, if you're a law firm, you may request a piece about a recent legislative change that could impact your clients.
Are you wondering how I capture your voice and values and put them into the written word?
I'll be writing a blog on how I approach ghostwriting projects soon. Subscribe to the Green Ink Copywriting Blog to be alerted when it goes live below:
1)Thought Leadership Content Establishes You as an Expert
One of the most important things you can do as a business owner is to establish yourself as a go-to authority or expert in your field. And there's no better way to do that than through thought leadership content. When you produce high-quality, informative pieces about topics related to your industry, you instantly become a trustworthy source for accurate information. This is critical in a time when the truth is hard to nail down. Just make sure you're taking the time to share GOOD, valuable information. The last thing people need these days is more noise and confusion.
2)Thought Leadership Helps Build Valuable Relationships
People want to do business with companies they like and trust—period. That's why building strong relationships with your target audience is important. And guess what? Thought leadership content can help you do just that! When you deliver quality content that educates and informs your target audience, you're establishing a rapport with them that can pay dividends down the road. After all, when people feel like they know and trust you (or your business), they're much more likely to work with you. I know that’s how I think.
Ok, I'm going to get a little philosophical, but the best way I can put it is:
Becoming a thought leader gives you a "gentle power" that only comes from the social proof of being recognized by your peers.
Becoming a thought leader also opens opportunities for you to share your brand’s message with new audiences through:
Contributed articles to major publications
And with Google’s recent core updates, being considered an expert in your space is more important than ever for ranking on search engine result pages (SERPs).
3) Thought Leadership Content Drives Leads & Closes Deals
When written correctly and deployed in the right places, thought leadership content can be a compelling sales and lead generation tool.
In addition to attracting new customers and keeping existing ones engaged, thought leadership content can also help generate more sales leads for your business. By definition, thought leaders are respected experts in their field who are often looked to for guidance and advice. As such, publishing quality thought leadership content can help position you as the person to help solve your ideal clientele’s problems.
This way, you can help more people while ensuring the best ROI on your marketing budget.
Don’t Sleep on Thought Leadership Content
As you can see, thought leadership content should be integral to your marketing strategy. Because when executed correctly, it can help establish you as an authority figure in your field, build stronger relationships with your target audience, and even help sell more products or services.
So, if you're not already using this type of content to drive your brand's message or don’t know where to start, now is the time to reach out.