After 2 weeks of publishing a thought leadership presentation on Slideshare, I was blown away with the effect it had.
In only 2 weeks, it had 1000 views. Today, it has close to 4500 views after 3 months. Although for some companies these numbers might not be impressive, for the company I work for and the market we are in, this is great.
Why is this presentation more successful than others?
I believe the real reason to this success is that it is valuable content for buyers because it fulfills a need. B2B companies want to see opinions, and companies that think about the future for them.
Why do you need thought leadership?
Providing thought leadership to your customers doesn’t make sense if they don’t consider it relevant to their business. Customers are faced with lots of questions during the complete buying cycle that need to be answered.
As I wrote before, first customers find answers “in the cloud”, before they turn to you as a vendor for the remaining answers: they visit reviewing sites, read whitepapers of several vendors, and go to conferences or tradeshow to find answers. Based on that they create their shortlist. If you are not giving the answers ‘in the cloud’, you are not going to be on their shortlist!
It is my strong believe that in order to create thought leadership, you first need to incorporate a process within your organisation that listens to the issues and information needs of your customers.
The process should not only allow listening during the buying cycle, but also during the customer life cycle.