You're facing doubts about the relevance of your thought leadership content. How can you prove its value?

The value of thought leadership is that people use your ideas to achieve pragmatic results and meet their goals. That should be self-evident. If that's not happening, then improve your ideas, innovation, and support. You can't "lobby" for thought leadership. People see it in you or they don't. That's YOUR accountability, not theirs.

I don't gather metrics about my thoughts. I think my thoughts. (Or rather they think me.) (LinkedIn insists more words. Here you go, LI.)

The best way to prove (and improve) the value of your thought leadership is to make sure that it is actually thought leadership, and not Marketing masquerading as thought leadership. How to do this? 1). Make sure that your TL is based on a proprietary study that your firm has done; 2). Make sure that your TL includes unique insights your firm has gained though experience in the TL topic. Using third-party analyst quotes is somewhat interesting as a support to your TL, but anyone can purchase a subscription to that analyst, so it is not your unique insight.

One challenge in working with emerging issues is what seems obvious to you can often seem irrelevant to others - so posting about something you're just getting excited about before others really understand it can hinder engagement. I've been coached to work more to bridge from content areas that my network are used to engaging with and the new areas I'm excited concerned about, to avoid posts looking off topic. I post a lot on the environment and climate change, but I'm now very interested in risks around AI, social media and polarization. But there's a happy middle ground of issues around climate disinformation on the internet that provides a gateway to engage the existing community in the new issue.

I'm always surprised by what resonates with the audience and what doesn't; sometimes the only way to know what is going to resonate is to post and see the reaction and learn from it. It can be scary to put yourself out there, and the easiest thing to do is often to take the safe route, but the most engagement I've seen on the content I have shared is generally in response to the posts or articles I was most nervous to post (because I was unsure of what the reaction would be). I have also found that the more authentic the experience I'm sharing, the stronger the engagement is. So my advice is get over your fear and go for it. If it makes you more comfortable, run it by some of your peers to gauge their reaction before you share it.

To prove the value of our thought leadership content, we need to highlight its impact on both our audience and our industry. By sharing real-world case studies and testimonials from key stakeholders, we can demonstrate how our insights have driven tangible business results and fostered innovation. Additionally, showcasing metrics such as increased engagement, higher follower counts, and enhanced brand recognition will underscore our influence. Engaging with industry influencers and participating in high-profile events further validates our authority. Lastly, continuously gathering and acting on feedback ensures our content remains relevant and impactful, solidifying our position as trusted thought leaders.

To confirm relevance, which can be partially reliant upon current events, you should address if the content is applicable to the times. Like fashion, if you own something long enough it's bound to come back in style, content can be applicable to various points in time, and with subtle differences in outcome, provided it is updated to reflect the current situation. Thought leadership is similar to fashion in this manner - the best way to confirm relevance is to update it through engaging with a current audience and solicit their input. Sometimes thought leadership will touch on a universal, which is always valid, but perhaps not a current topic so it seems like it has lost its impact, when in reality it's just not top of mind.

To address doubts about your thought leadership content, start by gathering feedback and metrics. Analyze engagement rates, such as shares, comments, and likes, to demonstrate audience interest. Highlight case studies or testimonials showing how your insights have driven real-world success. Compare your content’s performance with industry benchmarks to illustrate its impact. Showcase your expertise by featuring guest appearances, speaking engagements, or collaborations with industry leaders. Use data-driven insights to continuously refine your content strategy, proving its ongoing relevance and value to your audience.

One way I assess the value of my content is by reading comments and DMs. I read all feedback, always respond, and incorporate suggestions to improve my content. For example, a few weeks ago I published a newsletter in which I analyzed 950 FDA approved AI-enabled medical devices. I provided several charts showing which companies have the highest number of FDA approved AI-enabled devices, and growth within medical specialties. Several of my subscribers sent me messages asking for additional, more specific information. I plan to analyze the data that they asked about and create additional charts for my next newsletter. For years my 55,000 subscribers have provided valuable feedback and insights that I have used to improve my newsletters.

I belive that the feedback analysis addresses concerns about the relevance of thought leadership content by showing how the audience engages with and responds to it. It helps pinpoint which topics are most engaging, where there may be confusion, and what needs improvement. This analysis allows us to refine the content to better align with the audience’s needs and interests, ensuring it remains impactful and relevant. Most likely analysing audience reactions and preferences, we can adjust our thought leadership to maximize its effectiveness.

To prove the value of thought leadership content, it's essential to use a combination of qualitative and quantitative methods. Here are some strategies: Metrics and Analytics such as; Track Engagement, Lead Generation and Conversion Rates, Audience Feedback using strategies like; Surveys and Polls and Comments & Discussions, SEO Performance including; Search Rankings and Backlinks, Industry Recognition through; Citations and References or Awards and Accolades. One can also use Case Studies and Success Stories, Internal Metrics such as; Employee Advocacy, Sales Team Feedback and Benchmarking Against Competitors.

As a thought leader the content and context is vital for your audiences. In my considered view, feedback, suggestions and grievances are the best channels of direct engagement with the users and beneficiaries. It is equally important to capture such feedback including negatives and suggestions on a real time basis, analyse them, iterate using latest technologies be it AI/GenAI, BigData, Advance Analytics Tools etc and convert these challenges and negatives into opportunities for the beneficiaries and masses. I have experienced the power of such of such direct Feedback and Analysis, if executed judiciously, the end results assures for customer and citizen delights.

I agree with some of my colleagues that social media shares and likes can be a form of measurement. That said, I find that revenue is a more impactful measurement. If clients come back to you and ask for more it proves relevance in a quantitative way. Equally if not more important, if they can demonstrate tangible ROI on their investment with you, that might be the single best form of measuring your thought leadership, and its value.

Don't be afraid to ask directly. I used to shy away from feedback, fearing criticism. Now, I actively seek it through surveys and polls. It's been invaluable for understanding my audience's pain points and tailoring my content accordingly. Analyzing this feedback helps you pinpoint areas for improvement and ensures your thought leadership stays aligned with your audience's needs. Consider creating a simple survey using a tool like Google Forms or SurveyMonkey, or use the poll feature on LinkedIn to gather quick insights.

Feedback is input - and input is important for shaping complex ideas. Each input - imagining it is 100% controversial to your thought - helps the author to broaden the halo around the thought, which makes it, in the end, more valuable. If the spot of spot-on moves with the feedback, you see the value of it.

You're facing doubts about the relevance of your thought leadership content. How can you prove its value? Focus on feedback analysis. Collect and analyze feedback from your audience through comments, direct messages, and surveys to gain insights into their perceptions and needs. Listen to the issues they raise and the questions they ask, as these are indicators of your content’s impact. Look for patterns in the feedback to identify strengths and areas for improvement. By adapting your content strategy to address this feedback, you demonstrate an ongoing commitment to relevance and quality. This not only proves the value of your content but also fosters deeper trust and engagement with your audience.

Acompanhar os dados de performance dos conteúdos é, sem dúvidas, uma das maneiras mais efetivas de monitorar a relevância de cada passo de seu planejamento. É importante, porém, manter um olhar atento aos dados qualitativos - em especial, o engajamento do público - para gerar um termômetro vivo sobre temas e formas de comunicar mais assertivas. Esteja pronto para recalcular a rota por meio dessas informações, sempre que necessário.

If you're facing doubts about the value of your thought leadership content, aligning it with current trends can prove its worth. Start by identifying the key trends in your industry and tailoring your content to address them. Use data and case studies to back your insights, showing how your content reflects or anticipates these trends. Engage with industry influencers to amplify your message and validate your viewpoints. Track metrics such as engagement, shares, and leads generated from your content to demonstrate tangible results. By staying relevant and data-driven, you can showcase the impact and importance of your thought leadership in guiding industry discussions and decisions.

Focus on trend alignment. Ensure your insights are in sync with emerging industry trends and audience interests. Regularly research market developments, technological advancements, and shifts in consumer behavior to keep your content fresh and forward-thinking. Aligning with current trends not only shows you're attuned to what's happening in your field but also positions your content as both timely and valuable. This strategic approach not only attracts engagement from those seeking up-to-date information but also solidifies your role as a knowledgeable leader amid evolving industry landscapes.

As Travis Kelce did with Taylor Swift, just shoot your shot. If you don't, you'll never know if people found it to be valuable and relevant. And if you post it and it doesn't hit with people, then chalk it up as a learning experience. One of the most important attributes of a thought leader is your ability to learn and grow. The only way to learn and grow that I know about is to sincerely and consistently engage with people. Not everything is going to be a winner. But with time, patience and openness, you will find yourself making a lot more shots than you miss.

Position yourself as a thought leader who not only understands current trends but also anticipates future ones. I once predicted a major shift in my industry, and my content on the topic gained significant traction as others caught on. This positioned me as a forward-thinker, not just someone commenting on the past. Stay informed about industry developments, read relevant publications, and attend conferences or webinars. Use this knowledge to create content that addresses emerging trends and challenges, demonstrating your ability to stay ahead of the curve.

Thought leadership is a combination of actual leading within a professional domain and then expressing the fruits of that leadership. I work every day helping thought leaders on that second part of the equation, the communication piece (publishing, speaking in a variety of formats). Their job is to operate with vision, in a way that leads not only their particular venture, but their industry as a whole, forward. True thought leaders can predict the future reasonably well, because they can see trends converging in the coming months and years that they themselves will make meaningful in powerful new ways for everyone else. Thought leaders bring the future into focus and then make it happen.

Good: you always should! Thought leadership is future focused and invariably based on the social rather than physical sciences. That means the only way you will truly be able to measure relevance is post facto. The trick [to paraphrase many great thinkers] is, therefore, not to be so wrong that the organisation you are supporting can't adjust and realign. I try to: establish as broad a research base as possible; conduct historical analysis of analogous situations; understand the circumstances then and how they have change; and spot trends. You can then offer examples of what happened when similar things occurred in the past, and how things are most likely play out in the future, alongside some plausible alternative scenarios.

My coach has often told me that I live in the future. So my challenge is to go back a few years and meet others where they are. It's a challenge for me, for a few reasons, number 1 impatience for change, number 2, sense of urgency and number 3, little tolerance for incompetency. I often find myself checking myself before I post so that my personal challenges do not show up in my public facing messages in a way that prevents engagement.

The pressing concerns, the needs of the industry, the acceptability of the changing resources and even the fads have an influence on the practical imbibition of the thought leadership at a given point of time.

➡️ Key Parameters of Trend Alignment with Real-Life Example: In today’s rapidly #evolving business environment, aligning with #markettrends is crucial for any Thought Leader aiming to maintain relevance and forecast future. Trend alignment involves identifying, understanding, and integrating emerging trends into business #strategies to capitalize on opportunities and mitigate risks. It's all about showing #measurable trends & #prediction. ➡️ Show Content Alignment with Industry Landscape and Business #Goals. Strategic Alignment demonstrates how your thought leadership content aligns with your Industry and organization’s strategic goals. If your content supports key initiatives or helps achieve business objectives, it proves its relevance.

Keeping content relevant and fresh is essential. Everything is advancing, so the work from last year needs to be reviewed, re-evaluated, and possibly edited with any new research or information.

More often than not, it's not the content itself that should evolve - it's the format. Try memes. Try carousels. Try 1-pager. Try long(er)-form text. Try anthing you haven't tried yet. The context doesn't always change, but how you use it to reach people's hearts and minds.

Content Evolution is the name of our federation of member companies and professionals. Our logo: [c]e The “[c]” is the core content and relevance of our clients that is symbolically protected by the brackets. The “e” as an exponent is the evolutionary potential of the organization we can activate - converting potential energy into powerful kinetic energy. Your narrative as a thought leadership team will not go stale if you stay true to yourself, yet adaptive and evolving relative to the context of the changing fitness landscape.

People often forget that content is just one aspect..format, medium and delivery are super important to see effectiveness of your content.

Thought leadership needs to be consistent but evolving. That means for relevance, you need ‘currency’ all the time. Eg if new data comes out then use it. If a government announces something that supports your thought leadership then attach to it. Continue the search for proof points so you have fresh materials to draw from. And if it’s really excellent thought leadership then don’t just talk about it: do something about it! Make it real.

I agree with this, being humble and demonstrating that your views can and will evolve is an important part of thought leadership

Something may have evolved or taken an unexpected turn. Could it be a trend or an aberration? What are the inferences that one can draw? Dan Koe says goals are a veil on what lies ahead. It disguises uncertainty. If you can give someone this goal to tide over doubts and walk confidently towards the future, you have achieved your purpose.

The evolution of your content is what makes you a thought leader. Content should evolve toward simplicity and clarity. This empowers your followers to use it and share it to promote their own authority. The goal of content evolution is to better connect with your audience and expand your influence as a thought leader.

“Thought leadership doesn’t require any external validation; it inherently creates avenues for experts to share their insights through compelling storytelling and visualization techniques. These methods enable audiences to grasp the vision more clearly and devise innovative strategies to realize it. Effective stories not only resonate but also frame the context appropriately. Thought leadership involves juxtaposing one’s domain expertise with emerging fields, assessing how new technologies or innovations can be swiftly integrated to catalyze exponential growth. In order to do that the leaders should have excellent domain knowledge and are abreast of what's disrupting the other businesses or domains.

Storytelling is so undervalued, especially when based on actual events. The more vulnerable, the better like: - Overcoming adversity - Sharing a challenge that you struggle with to which people can still relate to - Sharing your mistakes so that others can learn from them

Nothing is more impactful, more pwerful than personal stories, personal memories. This is the magic ingredient of any impactful story you want to share. Impact stories must be like chart toppers. Hit songs. Nobody forgets them. They keep playing in your head. Their truths become self evident. (Or famous scenes from movies whose impact on culture are, again, there for all to see)

Sin duda, una historia de impacto, un testimonio personal o una experiencia vivida en primera persona es más convincente que muchos argumentos. En este sentido compartir una historia personal será siempre más inspirador y generará mayor liderazgo que poner ejemplos inventados de su aplicabilidad. La clave está en que el ejemplo compartido es contado para ilustrar un modelo o situación de liderazgo y, en ese sentido, es verdadero y respalda la idea compartida. Todo esto podríamos resumirlo en que “las palabra convence, el ejemplo arrastra”.

The best proof of value is real-world impact. I've had people reach out to tell me how my content inspired them to start their own business or make a career change. Sharing these stories (with permission, of course) provides concrete evidence of the difference your thoughts are making. Encourage your audience to share their success stories or how your content has helped them. You can even create a dedicated section on your website or LinkedIn profile to showcase these testimonials.

I believe the key is truly in consistency and authenticity. If you are frequent and consistent in an opinion which comes from the heart but is backed up by professional experiences and wide data points, your stories can ripple onwards...

You have to believe in what you're thinking, writing and sharing - and doing it because deep down you believe it matters, that it can help society, business, whoever - move forward on challenging issues - not because it might improve some kind of 'thought leadership' metric. The impacts don't have to be immediately clear for it to matter. I've had people come up to me and say that some really obscure publication I put out from 15 years ago really changed how they thought about an issue and/or informed a whole area of work they took forward. These are the anecdotes that matter to me.

Inviting customers, employees and users to share their experiences and impact stories can enhance the value of your narrative. It ensures authentic information, also provide use case and ideas for other users. An added advantage is the awareness this process creates within the user community and their direct sphere of influence

You don’t have to try and appear Thought leader, work on the domain and craft, update knowledge, be humble and keep learning. Any Leadership is about ‘being’ and not about appearing or proving to be one ! It is also important that you are engaging with the right audience for your subject. No point trying hard with those who may not be interested or understand your subject. Sabih

I don’t think it’s up to you to prove your value as a thought leader. I think it’s up to you to truly understand your craft and your topic so others prove its value by employing or using the concepts or ideas that you’re trying to share. Therefore the collaborative element here is to truly collaborate with the people you’re trying to help and to in a way that theyaccept and value your offering

Thought Leadership must aim for generating innovative ideas and solutions be it a product or service that is accepted and appreciated by a larger audiences & masses including peers and various industry segments/institutions, be it private or public that creates value at every stages of product/service life-cycle , plan, design, execution and operation. I do strongly believe that as a Thought Leader our contribution must address the problems of barriers that exists in the form of demographic, literacy, rural-urban, education, economic conditions, digital divide and so on. This not only helps in neutralising such gaps but also helps to development goal of the nation and results in a larger public good and global good.

Two heads (or more) are often better than one. I recently collaborated with another thought leader on a webinar, and the engagement was off the charts! It was a win-win, expanding both our audiences and validating our expertise. Seek out opportunities to co-create content or participate in discussions with other experts. This not only amplifies your reach but also lends credibility to your insights. Look for opportunities to guest post on other blogs, participate in podcasts, or co-host webinars with other thought leaders in your field.

Thought leaders create self-sustained circles of learning. They influence others who, in turn, influence others, until the practitioners become so numerous and skilled that they influence the original teacher and other experts in the field. To achieve this, introduce concepts humbly, without glitz, focusing on the value of the idea. Encourage adopters to build on the concept. Keep in touch and recognize their innovations. At Avanulo, we teach what we call the "Avanulo Vanilla.” We guide out Sensei Aspirants to master the Vanilla First, then we encourage them to innovate and share freely. True thought leaders foster this cycle, letting go of their original ideas, learning from those they've taught, and sharing newfound knowledge with all.

Voila - as soon as I saw the question, I looked for this section. As LinkedIn calls it, "collaborative proof." It's not enough to say one has worthwhile insights or is a thought leader. It takes credible people in your field saying it or pointing to it. That's why it is crucial to build and nurture a network of people, so-called "third party" endorsers, for credibility, BEFORE you need them.

One more type of collaborative proof is the reaction from the salesforce when using thought leadership during the early phases of a consultative sales cycle. Thought leadership could be particularly helpful in improving the conversion rates of early cycle marketing campaigns, including account-based marketing where the accountant gets personalized slightly to the needs of specific buyers.

I can completely understand, doubting the relevance of your contributions to a field or just to working professionals in general. I’m not sure you can doubt your relevance to thought leadership. Again, I’ve shared my thoughts on this - you cannot consider yourself a thought leader in reality. That is a judgment to be determined by other people. What you can question and what you can fix is your relevance to the field. And ifyou’re relevant, people might just call you a thought leader. If you’re not relevant, then you need to improve what you do if you want to have any impact on the field or on other professionals.

The best confirmation that you’ve shared a lasting idea is to see your work ‘echo’ amongst those you’ve shared it with. Thought Leadership is generosity. The world we want is the outcome.

I have collaborated with over 2000 companies and numerous government host committees across my G7, G20, COP, and APEC global briefing reports. This extensive experience underscores the significant value I bring to both the companies involved and the summit committees themselves.