Thought leadership – the type of content that provides expert views on pertinent topics – can help your clients understand a certain situation, e.g. Brexit or trade barriers, and what it means for their money.
When you introduce this type of content into your marketing mix, you provide help and guidance to your clients, which will strengthen the bond of trust you have with them and improve the client experience. But, to do its job properly, this thought leadership content needs to be a considered opinion – rather than anything that is self-promotional. It is not a sales tool, so you shouldn’t refer to your own service unless it is particularly relevant to the point you are trying to get across. You can distribute your thought leadership content through your website. But not everyone will read it there, so it’s a good idea to also link to your articles through social media posts, and send them out to your marketing database via email. Also, don’t just rely on the written word. Try different formats – such as webinars, podcasts and videos – as this will draw more clients in.
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