You hear it in marketing meetings all the time.
Q: Why are we doing content marketing?
A: Thought leadership
Thought leadership is that often discussed, but rarely defined marketing goal.
To learn what people mean by the term, we partnered with Survey Monkey and Mantis Research on a survey. We asked 481 marketers about thought leadership and came up with a new and improved definition of thought leadership marketing, based on the majority of responses…
Thought leaders clearly communicate challenging new ideas, back them up with data and have a strong point of view.
And these were the nice-to-haves…
Thought leaders are likable people who publish consistently, get mentioned by others and don’t shy away from controversial issues.
You can immediately see the relevance to search engine optimization. Search is partly about relevance (ideas, data, points of view) and partly about authority (mentioned by others). Relevance and authority are the foundations of SEO.
But not all thought leadership helps SEO.
Here we detail five ways thought leadership directly impacts search rankings. You can draw a straight line from the actions of thought leaders and the impact on links, PR and rankings.
Note: You’ll notice that these go beyond the actions and outcomes of typical content marketing. Most content marketing programs don’t employ any of these five strategies.
53% of survey respondents said strong opinions are essential for thought leadership.
I once attended a conference where Seth Godin gave a short presentation. It was excellent. I was the first to raise my hand during the Q&A. I couldn’t wait to ask him for his perspective on thought leadership. Here’s what he said:
Seth Godin, sethgodin.com“Thought leadership always creates tension. It’s about making assertions and you have to be willing to be wrong. You can be certain that people will disagree.“
In other words, thought leaders take a stand.
This is the key difference between thought leadership and regular content marketing. Thought leaders don’t just publish how-to articles. They share their perspective. They publish opinions. They challenge the status quo. They may even embrace controversy.
Experts are everywhere, but true thought leaders are rare.
How does taking a stand affect SEO? Here’s one example:
Jason Fried was fed up. Jason is the founder of Basecamp and when he searched for his company in Google, he kept seeing ads for his competitors. So he finally decided to do something.
He created his own ad, calling out Google.
Then he tweeted a picture of his new ad.
Then 13,000 people commented.
Soon, the media picked up on the story and covered it. Within a few weeks, 1000+ websites had written a story that linked to the Basecamp site. This including many high-authority news media sites.
Jason wasn’t thinking about SEO when he tweeted his ad, I’m sure. He was just frustrated and he decided to make a very public statement.
But that SEO impact is real.
And it’s possible only with this kind of strong perspective.
MSNBC doesn’t care about your last blog post. WSJ doesn’t think your how-to article is newsworthy. But Jason’s David-and-Goliath story is something else entirely.
Most brands really don’t want to take a stand. They’re uncomfortable with op-ed content. They’d run from anything controversial and leave “opinion” out of their content mission statement. That’s fine. But that’s why thought leaders are different.
Do you need to be controversial?
No. You can trigger a strong response without taking on a big social issue. There are plenty of mundane topics that people feel very strongly about. No one stays on the sidelines when these topics come up…
If you’re not ready for controversy, look for a safe topic that triggers strong reactions …then pick a fight in your next post. It may not be thought leadership, but it’ll start a conversation.
That’s the idea: make something worth talking about. Something remarkable. If you make something remarkable (worthy of remarking on) it’s also link-able (worthy of being linked to).
60% of survey respondents said research reports are effective thought leadership content.
Expertise is essential for thought leadership, and research establishes expertise. Conducting research is the shortest path to building a reputation as an expert.
Original research is a categorically different type of content. It is one of the few formats that makes a website the primary source of new data.
And new, original data is far and away the most link-worthy content. If promoted well (here’s our playbook for promoting original research) it can attract an incredible amount of links and authority, because it can support the messages of other thought leaders and publishers.
Original research was central to the Content Marketing Institute’s content strategy from day one. Take a look at the top linked-to pages on their site:
Take a look at the so-called “backlink profile” for any site with a content program that includes publishing research. You’ll see something similar.
Probably, online tools are only URLs that are better at attracting links. Of course, creating original research is easier than building a tool.
Michele and her team at Mantis do research-driven content marketing all day, every day. She has a tip on how to make a bigger splash with your next report.
Michele Linn, Mantis Research“If you are going to invest the time conducting and publishing your own research, find a unique angle. Ask yourself: “What type of thinking is occurring in my industry that I’d like to challenge?” The best original research isn’t an inventory of data points, but it’s data that provides insights. Ask yourself: what can your reader do with this data? How will what they discover impact their thinking or change the way they work?“
32% of survey respondents said authors make the best thought leaders.
Like original research, books are special. As a format, they automatically qualify as “big content.” Books hold a special place both in the mind of the audience and in search engines.
There’s a long list of reasons to write a book. SEO isn’t usually on that list, but there are direct search-related benefits.
As with research, book pages are link magnets. Whenever the author gets mentioned, a mention of their book usually isn’t far behind. When this mention is on a webpage, it’s often a link.
Links to book pages appear everywhere.
Here you can see a book link in the author box of Andrea Fryrear, co-founder of AgileSherpa, below a recent guest post for Content Marketing Institute.
The key is to make sure the book has its own page on your website and when possible, link to this page, not to the page on Amazon. You can even do a little link reclamation to turn unlinked mentions and links to Amazon into links to your site.
It’s worth it. The SEO value is real.
Books also officially make the writer an author, a special designation within Google, often reflected in the knowledge panel when you search for that person’s name. Writing books has a big impact on personal SEO.
Both “books” and “authors” can be tagged with schema markup, sending the signals to search engines that make the knowledge panel more likely to appear.
Authors also get a page on Amazon’s Author Central, from which blog posts can be posted, linking back to other content.
When a book gets cited in an academic journal, it may get picked up by Google Scholar. This is really a separate search engine, but results sometimes appear in Google Search. Authors whose books have citations in Scholar can create a profile page, which can link back to their website.
This is the most direct SEO benefit of thought leadership. Every contribution to another website is a mini-press hit with a combo of little benefits: exposure to a new audience, social media mentions, potential referral traffic, and of course, a link.
Here are the main ways in which thought leaders contribute to content. Notice how they vary in costs (time) and benefits (exposure, visibility).
Each of these, even the roundup, may also be a chance to strategically mention (and link to) specific articles.
A clever contributor finds opportunities to link to the almost-high-ranking articles on their own site, passing authority to the posts that benefit the most from a link.
We’ve listed the complete step-by-step process for finding the lowest-hanging SEO fruit, but here’s a shortcut. Turn on an “organic traffic” segment and check the Behavior > Site Content > Landing Pages report. Use a comparison date range and you’ll see exactly which posts have declining search traffic.
It’s usually (but not always) because of a drop in rankings. A link from a contribution may help. So look for ways to reference these pages in any contribution you make to any other websites.
Andrey Doichev, Inc and Go“Whether you’re conducting original research or writing for other websites, thought leadership content contributes immensely to E-A-T signals (expertise, authority, trustworthiness). Pages that rank well need expertise behind them. And writing for sites in your niche helps you formulate that expertise“
28% of survey respondents said public speakers make the best thought leaders.
Conferences and summits, association meetings and webinars. Thought leaders can often be found on stages, giving inspiring keynotes. Speaking at events has a lot of potential benefits, but can it help SEO?
Yes, in several indirect ways.
Lynne Katzmann, Founder and CEO of Juniper Communities, is taking a stand against ageism. She wants to remind us all that life can be as vibrant in your 80’s as in your 20’s.
To prove it, she set up camp in the Nevada desert together with 18 of her residents at the famous, (sometimes debaucherous) festival known as Burning Man.
Naturally, they had a blast.
Naturally, when you bring a group of octogenarians to a week-long art party in the desert, people notice, people write and people link. And in this case, they linked a lot.
We were working with Lynne at the time. I talked to her about search and links and how Google works. She listened carefully and understood everything. Then she went back to making waves in her industry. She wasn’t thinking about SEO. She’s not concerned with links, mentions or shares. She was taking the lead on an important topic.
Thought leaders drive SEO outcomes, not by thinking about search, but by being leaders. By sharing perspective, setting agendas and challenging the status quo.