For businesses seeking to establish themselves as industry leaders today, the importance of expertise-focused thought leadership content cannot be overstated.
Thought leadership content has long been valued as a means for companies to share their insights, knowledge, and expertise, positioning themselves as trusted authorities in their respective fields.
Typically, this content is produced or guided by individuals who have firsthand, real life experience related to the subject in question. That’s why it carries a higher level of credibility and relevance to your target audience.
Establishing your expertise and showcasing experience in thought leadership content resonates with audiences who seek valuable insights and can result in meaningful engagements for your brand. And if that’s not enough inspiration for leveraging your in-house expertise, here’s what might be: Google’s EEAT standard.
Why? Because Google recognizes the value of experience-driven content and wants to see more of it. In their own words, “E-A-T is gaining an E: experience.”
Keep reading to learn what this means for your content marketing strategy, and how to create thought leadership content that boosts brand visibility!
Table of Contents
Understanding Google’s EEAT Standard
As Google continues to refine its search algorithms, the concept of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is becoming a vital standard for content creators to adhere to.
Google prioritizes original content that exhibits those four qualities, i.e., expertise, experience, authoritativeness, and trustworthiness. By creating authentic thought leadership content that emphasizes experience, businesses can align with Google’s EEAT standard and maximize their online visibility.
This means that content demonstrating firsthand experience—such as actually using or building a solution, overcoming industry challenges, or communicating personal experiences—holds significant weight when it comes to search engine ranking.
So, publishing digital marketing content that emphasizes your expertise could be an excellent strategic move.
Harnessing the expertise of your team
One of the first steps in creating expertise-focused thought leadership content is identifying the experts within your organization.
These experts may include subject matter experts, senior management, or individuals who possess unique experiences and insights—giving you a range of specializations to work with.
By leveraging your team’s unique expertise mix, you can tap into a wealth of knowledge and share valuable insights with your audience.
5 tips for creating thought leadership content that highlights experience
Thought leadership content that highlights experience can differentiate your brand, establish your authority, and deliver value to your audience. Here are 5 actionable tips to help your subject matter experts create compelling thought leadership content:
Tip 1: Share personal experiences
Thought leadership content is at its most powerful when it reflects personal experiences.
Encourage your experts to share their stories, detailing challenges faced, lessons learned, and accomplishments. This personal touch humanizes the content and helps establish a deeper connection between your brand and audience.
Tip 2: Comment on industry hot topics & question ideas
To position your brand as a thought leader, it’s crucial to engage in industry conversations and address hot topics.
Your subject matter experts can provide their unique perspective on industry trends, question prevailing ideas, and spark meaningful discussions. By doing so, you not only showcase your experience but also demonstrate critical thinking and industry knowledge.
Tip 3: Weigh in on industry trends
Staying informed about industry trends is essential for thought leadership content.
Your subject matter experts can provide insights into emerging trends, sharing their thoughts and predictions based on their firsthand experience within your industry or niche. Analyzing trends and offering expert opinions can help establish your brand as a trusted source of information in your industry.
Tip 4: Add value by educating customers
Thought leadership content should not only showcase expertise but also provide value to your audience.
Your subject matter experts can educate customers based on their personal experiences, offering actionable advice, guidance on best practices, updates on innovative solutions, and inspiration in the form of success stories.
By sharing knowledge gained through experience, you position your brand as a valuable resource for your target audience.
Read: ‘Using Webinars for B2B Lead Generation: Best Practices and Tips’
Tip 5: Collaborate with customers, partners & thought leaders
Collaboration is an excellent way to strengthen your thought leadership content and provide multiple perspectives.
Encourage your subject matter experts to engage in collaborations with customers, partners, and other thought leaders in your industry. By discussing shared experiences and exchanging insights, you create a richer and more diverse content offering.
Additional benefits of showcasing your experience
Building content around your expertise will help you meet Google’s EEAT standard, which can significantly improve your content’s performance. But highlighting experience in your thought leadership content offers many other benefits as well. By emphasizing experience, you:
- Establish authority while delivering value and building confidence in your brand
- Differentiate yourself by presenting your unique experience and insights
- Forge deeper connections with your audience through relatable and authentic storytelling
- Nurture long-term relationships and loyalty by consistently providing valuable and relevant content
- Position yourself as an industry leader, attracting new opportunities and partnerships
Conclusion
In an era where audiences expect authenticity, thought leadership content that showcases experience holds incredible value. By embracing the range of experience available to you in-house, you can elevate your content marketing strategy and achieve remarkable results.
Investing in experience-focused thought leadership content not only aligns with Google’s EEAT standard but also sets you apart from competitors and positions you as a trusted industry leader.
By following the tips outlined above and harnessing your team’s expertise, you can create marketing collateral that resonates with your target audience, establishes authority, and drives meaningful engagement.
To become a true industry influencer, begin by harnessing the expertise within your organization. Let’s chat about creating compelling thought leadership content together!
