When you hear a subject-matter expert or a company claim thought leadership, what is your reaction? Are you intrigued and curious? Or does this set the expectation that the ideas involved may be interesting, but maybe not at all practical? And that a certain sense of gravity and authority may possibly put you off?
Judging from my own recent experience, talking with business and technical people in a variety of companies, it looks like thought leadership fatigue is setting in. People still get excited about their own thought leadership efforts, but somebody else’s? Hardly ever.
However, as a content category, thought leadership is blooming and fertile. People in all kinds of companies offer materials that are meant to reflect their thought leadership. Some company websites include eponymous tabs, where you can read such content. Content makers like me happily produce white papers, presentations, and other pieces that express our clients’ thought leadership. They are often enjoyable to work on, because they go beyond the more mundane and familiar notions and materials one deals with.
Are all these efforts really worth the cost and time? I don’t doubt that issue experts and smart people can share interesting insights that may open the eyes and minds of their readers and listeners. But, unless you’re in a retreat, sheltered from your daily tasks, enjoying some downtime, or procrastinating on what clamors for your attention—who has time to do more with thought leadership content than to give it a quick glance and nod it away?
I suggest we refresh thought leadership with a complementary approach. Let’s call it AhA marketing, because, at its best, it delivers aha moments of insight. How is this different from thought leadership? From the audience’s perspective, AhA marketing is…
- Practical: You get something you can use in your work, right now. Or something you can tell a colleague, who can apply it. All you need to do is spend a few minutes with the content. Thought leadership, on the other hand, may take a long view into future developments—interesting, but not always relevant, and often hard to substantiate.
- Surprising: AhA marketing doesn’t waste your time by warming over statements you have already heard. At the time it’s published, it shares new, original ideas of people who know what they’re talking about.
- Brief: If you have time to read one or two pages or view a couple of minutes of video, you’ll get something out of this. The content goes straight to the point. You don’t need to sift through white papers or presentations that are stuffed with irrelevant or light material, with the most worthwhile nuggets carefully stashed.
- Collegial: AhA communicators and marketers wear their expertise lightly. The idea or story they share is its own evidence. They don’t attempt to impress you with their credentials or the fact that they did valuable work sometime in the past. At the same time, they don’t patronize you.
- Considered: It’s revealing today and still meaningful tomorrow. AhA marketing’s approach to issues is so well thought out that you can still get something from it tomorrow and the day after.
- Fun:The best insights can come from a joke, a fine graphic, or an interaction you observe. AhA marketers have a passion for creating memorable, intriguing vehicles for their ideas.
From the point of view of the content creators, AhA marketing is also quite different from thought leadership. You accomplish more by doing less. With your understanding of the audiences and communications skills, you can let your creativity play. Your focus is on the result—the experience you enable. You can happily leave aside needless expectations and conventions that apply to standard thought leadership marketing. Does that sound like a good time?
Some companies are already making headway with successful AhA communications. Much of it is in various social-media channels and other, more flexible and less conventional vehicles. Some people have a good idea of what they want to accomplish and how to go about it, while others are mostly uncomfortable with the done thing and are looking for a fresh flavor in how they communicate. For the most part, communicators are being cautious—they provide aha moments along with the more tried-and-true white papers and traditional thought leadership pieces. Some practice segmented approaches—AhA marketing in social media, conventional thought leadership on the website and in print.
I’m certain that there are marketing vendors who will offer you the templates, metrics, and consulting hours that will never make up for a lack of good ideas and innovative spirit. Unfortunately, some people won’t stop trying!
In the meantime, if you know of any good examples for insight moment marketing, please share.