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When you don’t establish your brand around thought leadership, you attract a broad range of clients and leads. But it’s hard to focus a hard-hitting message, it’s hard to know where to spend your time and money, and, without anything else to distinguish you, your clients may see you as a price competitor.

Without specialization, clients may not be as qualified or aligned with your offerings, leading to inefficiencies and missed opportunities for meaningful connections and business growth.

Thought leadership is the way to cut through the clutter and set yourself apart.

Why Thought Leadership?

Thought leadership gets you the clients you want, who think like you and expect what you provide. In fact, since you’ve taught them how to think about it, there is no replacement. You’re it.

Not only that, but there might be companies out there with the right mentality and culture…a perfect fit for the way you like to do business…who don’t understand what your industry can do for them.

Thought leadership is as much about elevating the conversation as it is giving people a way to enter the conversation to begin with. So…

  • Potential clients who already need IT/tech services, but are still shopping.
  • Potential clients who don’t even know your industry can help them.

Why Do You Matter?

Thought leadership is dry and technical without your point of view.

You bring the secret sauce. If you’re not excited about what makes you different, this isn’t gonna work for you. YOu have to buy into your ability to offer customers something special. And since there’s never been a company exactly like you, with exactly your people, in exactly your town with your relationships and way of working and communicating, I know for a fact you’re unique.

No need to be a price competitor.

If there’s something special about you, and there is, you just need to learn to talk about it.

So Why Thought Leadership?

Briefly, let’s talk about how thought leadership makes selling easier, as an IT or tech company.

Einstein said that if you can’t say it simply, you don’t understand it. Thought leadership educates your audience in a way that makes them comfortable, that informs them, and that tells them you understand what you’re talking about. And when you educate people, you’re demonstrating that they fit into your audience.

It makes them feel like you’re relevant to them.

And it builds:

  1. Credibility: Position your company as an industry expert.
  2. Influence: You teach clients your way of thinking.
  3. Lead Generation: Attract leads organically (read: SEO-friendly).

Blog, Podcasts, or Social?

Yes. Those are all great channels for your thought leadership.

Blogs give you long-form content, letting you lay a foundation and really teach.

Podcasts can be even better, since audio gives them tone of voice and communicates in ways blogs can’t. Also, if you don’t want to sit down and write, this gives you a chance to generate content by talking.

Social pushes out your content in short pieces, to lure them in over time. They hear you say something clear, helpful, and relevant enough times, they’ll likely end up visiting your site and maybe even giving you a call.

So are you Azure, Google, or AWS?

Thought leadership means being able to make your audience a little bit more sophisticated than they were before. And it helps if there’s something special about you and the way you think.

Do you have the best stack for their industry? Do you have the best process for rolling out a migration? Do you believe everyone should migrate to the cloud and can articulate why?

For crying out loud, these are all things you can explain.

Don’t think that’s possible? Think they don’t have time? That’s where a great writer, and a great process, come in. People will read what you write if they think the next sentence or paragraph will give them something they can use.

Your goal is to get people who can benefit from what you provide to get inspired by what’s possible. That may not be how to set up Ollama to talk to their files, but tell them they can have access to data without having to read documents, but just by asking AI, and you may have a winner.

Thought Leadership Gives You a Monopoly

Okay, not an actual monopoly, but close. Because if you’re the one teaching your potential clients, they see value in your thinking and they probably trust and respect you. You’re more likely to get a client who’s not disappointed because they want what you’re actually selling.