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When it comes to thought leadership, content marketers love to talk about authenticity. But other points of a thought leadership content strategy will be more necessary. Every thought leadership content leader has heard the A word: authenticity.
The Oxford dictionary defines authenticity as “indisputable provenance, not a copy; authentic” and to me that’s a no-brainer when it comes to thought leadership strategy – but it shouldn’t be the only thing you focus on.
In fact, I might argue that there are more necessary points to focus on if you would like your thought leadership strategy to profit your personal brand in the long run.
In this text, I’ll define what authentic thought leadership is, explain why it’s not the only thing you must focus on, and tell you which of them alternative approach offers you optimal long-term results. Let’s start with the basics.
What is authentic mental leadership?
An authentic thought leadership strategy involves sharing authentic insights about a topic or the industry you use in.
It focuses on presenting personal values with motion steps, showing a reasoned alignment of thoughts with actions. And as a strategy, it prioritizes real and honest interactions and communication, encouraging trust and accountability not only with the audience but also with the teams and stakeholders.
Isn’t that the goal of every leader? That’s why thought leadership is greater than just authenticity.
Why not only focus on authenticity?
While sharing original content is one of the fundamental pillars of thought leadership, it is not its only necessary aspect.
Here’s why: Scientific studies show that the average person needs to hear the same message between two and seven times before they take motion. This concept has turn out to be referred to as marketing rule of sevenAs the American author Zig Ziglar put it, “Repetition is the mother of learning, the father of action, which makes it the architect of achievement.”
This implies that if you don’t repeat your message enough times, all that authentic thought leadership gets lost in content limbo. Worse: it means your content is unlikely to have a significant impact on your audience or stakeholders. People have to engage with your thought leadership messages multiple times to “get it.”
All the effort (and money) you set into authentic content and thought leadership is wasted. Authenticity alone isn’t enough to make a lasting impact. Without consistency, you may as well throw that rigorously crafted content to the wind.
Integrity is the latest authenticity—here’s why
Personally, I think consistency is an underrated aspect of most thought leadership content strategies. But it should not be.
Merriam Webster defines coherence as “steadfast adherence to the same principles, course, form, etc.” Consistent leaders follow the same principles day in and day trip. This helps define who they are and how they serve their community.
As research shows, messages need repetition to be effective. Having a consistent message leads to real, meaningful impact. And like any relationship, consistency builds a trustworthy foundation.
But that doesn’t mean you have to repeat a message word for word or post the same content every week. Consistency is about evolution, not mindless repetition.
Instead of copying and pasting past work, inject authenticity into each message by providing latest insights and building on your previous content. This will help make sure that your audience becomes long-term followers and aid you achieve the ultimate goal of your thought leadership strategy: becoming a trusted source of data in your industry.
This consistency may present itself in your thought leadership strategy in several ways. It’s not only about having an increasingly insightful content strategy that builds on your authentic message each week. Consistency also applies appearing in front of an audiencethe team and stakeholders are honest, actively engage in conversations, respond to questions in a timely manner, and offer feedback when needed.
When you break down your thought leadership strategy into smaller pieces and work on them consistently, your message will evolve over time and the effects will last much longer than a single (and accidental) post that goes viral.
Without consistency, your authenticity can lose its purpose as you jump between ideas and projects. It also makes it difficult to discover which parts of your thought leadership strategy are working and where the successes and failures are.
Establishing a coherent thought leadership strategy
Thought leadership is a marathon, not a sprint: it takes time and consistent effort. While the occasional viral post is a great motivator, it does not guarantee long-term success and a status as a thought leader.
Nurture your audience consistently, and they’ll come back for your advice frequently. Stay true to your values and principles, and your followers will know exactly where you stand and what insights they’ll find.
Consistency was once the forgotten ally of authenticity — but not anymore!