Thought leadership is a popular marketing communications tool that needs to be rethought in the wake of the COVID-19 pandemic. Audiences now crave empathy and need a personal touch, rather than stories that heavily focus on tactics. Although the traditional approach still works, leaders who share some of themselves in their stories will stand out. It is important to tell a story that connects thought leaders back to the purpose of the business, while still showing how you solve problems for customers.
When crafting stories, it is essential to root it in values, include a story about an actual person, make it newsy, solve a problem, and stay engaged and stand out. Gaining authority requires consistency and sharing stories over and over.
Overall, thought leadership is still a powerful tool when used correctly. Connecting with empathy and sharing stories can help make sense of current challenges we face and inspire readers. Thought leaders should strive to make their stories personal, timely, and unique.
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