Discover how brands like HubSpot, Ikea, and BarkBox build trust through thought leadership content and learn how to implement it in your marketing strategy.
Brands that exemplify thought leadership
How to implement thought leadership in your content marketing strategy
When it comes to your marketing strategy, straight selling isn’t everything. Today’s most successful marketing strategies aren’t about pushing products—they’re about building vibrant communities around your brand. While sales techniques will always have their place, modern marketing thrives on creating meaningful relationships without the constant “buy now” refrain.
The most magnetic brands don’t just talk at their customers—they find ways to engage with them, embrace their feedback, and craft content that genuinely resonates. But there’s one marketing approach that truly elevates brands above the noise: thought leadership.
When a brand is a “thought leader,” it means it positioned itself as an authoritative figure in its industry through its marketing content. It can be used as a credible source when users are searching for the answers to relevant questions. The brand often speaks to customers’ pain points and provides an expert perspective on said issue. Brands establish their thought leadership by creating high-quality content on a variety of platforms such as a blog, email marketing, social media, and more.
When we think of “thought leadership,” there are three brands that immediately come to mind: HubSpot, Ikea, and BarkBox. These three brands have completely different product and serving offerings, audiences, and marketing strategies, yet each one proves to be a visionary in their respective industries.
We’re HubSpot fans and often turn to it as a resource in the website software industry. HubSpot’s blog is useful for both HubSpot users and non-users. Users can get details on how to use certain HubSpot functionalities and both groups can access informed blogs and templates about marketing and sales trends, tips, and processes. In addition to these resources, users can access HubSpot Academy to get detailed courses and certifications in marketing- and sales-specific methods.
HubSpot’s social media presence is lighthearted and relatable with the occasional educational post. Even still, these posts aren’t promotional—they aren’t linking to their website, instead giving community members more insight into the worlds of marketing and sales. This builds trust with their audience, establishing HubSpot as a knowledgeable source so when it comes time to look for a powerful customer-relationship management (CRM) platform, HubSpot will be top-of-mind.
If you’ve bought furniture or home essentials in the past, it’s likely that you’ve heard of Ikea. But, do you know Ikea also shares “Ikea Ideas” on its website? This section shares style guides, organization hacks, and other home tips with customers. This way, when someone Googles a phrase that aligns with certain keywords, they’ll find an Ikea blog that addresses their thought or question. Further, it’s another touchpoint for Ikea to connect its customers so the next time they want to go furniture shopping, they’ll consider Ikea as one of the options.
BARK Post is a blog from BarkBox that’s focused on all-things-pets. Pet parents can learn tips for how to travel with pets, the pros and cons of certain products, and the best way to care for their furry friends. BarkBox creates the ideal content for its target demographic; pet parents love to spoil their animals and give them the best care—providing detailed information about certain products, guides to dog breeds’ personalities, and tips for pet safety makes it so pet owners trust BarkBox as a service.
Ready to become a thought leader in your industry? It’s time to find new ways to connect with your audience and provide relevant and valuable resources to keep them coming back for your expertise.
Here are just a few ways to strengthen your thought leadership:
When your brand becomes a thought leader in its industry, it establishes strong trust with consumers. It’s not enough to use your digital marketing strategy only to sell your products or services; it’s essential to find ways to show your audience why your brand has a higher expertise than its competitors. Understand and address your audience’s pain points to establish your authority—nurture it like a freshly planted seed and watch it grow.