When writing content, it's vital to keep the purpose of that piece of marketing material in mind. Is it to draw traffic? Convert leads? Or is the main aim to generate brand awareness, put your stamp of expertise on a subject and start a conversation? Here's how we think of thought leadership at Articulate Marketing.
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Thought leadership, by definition, is not 'safe'. It's taking a stand on a topical subject within your industry. It's not copying what others say, just to 'fit in'. Thought leadership is an expression of your company, of your brand, and its purpose is to make waves.
Google is smart. It's getting smarter every day. That's why old techniques of keyword stuffing and backlink spamming don't work anymore. Rather, Google sees the valuable, well-written thought leadership content that people are really engaging with, and promotes that to the top spots for search.