Why thought leadership starts with a conversation
There’s no question that being able to tell stories about your brand is important if you want to engage audiences.
However, over the nine years I’ve been a specialist content marketer, my thinking has shifted around how that is best accomplished. My current view is that we’ve been doing content marketing backwards: creating authority by sharing what we know in the hopes that will inspire customers to trust us.
What I’ve discovered is creating trust and rapport is less about sharing your views, expertise and talents and more about listening.
What I’ve discovered is creating trust and rapport is less about sharing your views, expertise and talents and more about listening.
What I’ve noticed is, trust is easy to create when:
- there’s a collective effort, everyone consciously working together on engaging with the content you create and share.
- you focus on the relationships and not the sale.
- you listen to stakeholders and customers more than you share your expertise.
- when you do share, you share about your customers and what they care about.
Let’s break these down.
