Let’s stop calling content marketing ‘thought leadership’

We’re all nauseated by trade buzz phrases. Phrases adopted within the marketing world drop some weight, that means and gravitas by sheer misuse, finally lowering them to lesser or, the truth is, incorrect variations of themselves.Caroline HillaryMy newest buzz phrase gripe is ‘thought management’; though, I’m not harmless of dropping this phrase frequently myself.The phrase ‘thought management’ when utilized to user-generated content is one that’s usually completely legitimate. When represented in its true kind, we acquire beneficial data from established and skilled authors, journalists and entrepreneurs – and we finally profit from the interplay. True thought management demonstrates an experience in a specific subject introduced by writing, concepts or tasks which have concerned endurance, schooling and a complete lot of analysis. Strategic consultants, comparable to marketing wiz Seth Godin, LinkedIn professional Goldie Chan and world-famous strategist Ross Simmonds, all effortlessly qualify to be thought of thought leaders by their method to not solely promoting merchandise and offering the correct considering streams, however by revolutionary marketing problem-solving. And therein lies the distinction.What many marketing corporations contemplate thought management must be known as what it’s: content marketing. There’s nothing fallacious with content marketing. It supplies ponder factors, dialog starters, fascinating opinions and typically humorous anecdotes – however promoting it as thought management in a world the place we’re ruled by the web, search engine optimisation and intelligent keywork placement is simply cringey. Far too usually, our misused ‘thought management’ will get absorbed into the minds of scholars and youthful friends with a eager curiosity, setting a harmful precedent for his or her future understanding of what it actually takes to submerge your self right into a thought management place. It additionally has the potential to make corporations look foolish.With marketing journalism in South Africa being largely fuelled by the user-generated content house, it’s simple to get an article revealed by marketing platforms’ paid-for packages and robust public relations. This is the place content from independently-owned publications carry weight. Unfortunately, with small marketing audiences, we are likely to look in direction of different robust thought leaders to get our opinions – and all of us have our favourites. I personally learn The Conversation and Tom Eaton’s column, however neither maintain a lot weight in my profession on the subject of marketing recommendation or tendencies. Relying on commentary from the corporate the place I work and different businesses is nearly as good because it will get at dwelling, therefore my outward search. This has its personal challenges with completely different demographics and socio-economic elements on the coronary heart of it.At Clockwork, we contemplate all of our opinion items to be ‘trade musings from our consultants’. It’s open-ended and interpretable sufficient to take it the way in which it’s meant. Whether thought management, opinion or rant-based, we maintain the claims easy – regardless of being largely backed up by a fierce and good technique group.Ultimately, this explicit opinion piece is about having the ability to spot consultants and separate the wheat from the chaff on the subject of an organization’s or a person’s self-promotion. Of course, good inner marketing requires an aggressive method, but when not accomplished with honesty and integrity, it would finally present up your efforts in the long term.


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