How can you become a thought leader? Insta-bros may be popular on social networks, but the truth is, behind every thought leader, there are years of experience.
Because they have traveled a long way in the past, thought leaders are able to provide a map of the future.
It’s in your best interest to ensure that Google’s algorithm can clearly identify how experienced you are as a thought leader.
Google’s “helpful content algorithm” update is an extension of Google’s standard (Experience Expertise, Authoritativeness, Trustworthiness). The previous update included “experience” in the E.A.T. trio. However, the current algorithm update seems to be focused on measuring this experience and converting it into search ranking.
Google says that “trustworthiness,” the fourth element, is still the most important. Experience also contributes to trust.
What does it all mean in terms of content?
A.I. vs. Experience
If the update succeeds, it will make it more difficult for SEOs who use brute force and volume-driven approaches to achieve rankings.
The vast problem of AI-generated content should be addressed. The large language model (L.L.M.) that fuels generative A.I. is a synthesis from massive amounts of content. They combine and homogenize experiences. A.I. content is made up of the same components as other content.
Each experience is unique. It still has its rough edges, which have been sharpened by success and failures over time. It is more relatable and, therefore, more valuable. Case studies that don’t airbrush details often perform better than those that do.
This dichotomy will make Google’s algorithm for helpful content easier to use. It will then be able, if it finds 20 articles saying the same thing with slight variations in terminology and phrasing, to lower their usefulness and trustworthiness. However, content that clearly signals deep experience can be given a higher ranking.
How to better demonstrate experience in thought leadership
It is still unclear how exactly experience can be shown at an algorithmic level. If we accept Google’s stated goals, we can start to guide our content in a positive direction.
You can try these eight ideas.
Do not be afraid to show your experience in the most obvious terms
You should include the author’s bio, along with a headshot and author byline. This will help you to explain why this person is an expert in their field and why they are qualified to write or speak on certain topics.
Do not rely on one thought leader. You’ll need to have eggs in several baskets if that person leaves the brand.
Include real-world examples
How has your thought leadership been implemented in the real world? Remember that expertise is not enough. You also need experience.
Please share a story with us or anecdote. This could be enough to create content that is both useful and unique.
Be thought-provoking
Though many brands strive to be thought leaders, the truth is that it’s rare. We do see educational content. It’s useful and has some search value. They are 10 for a penny, and they will be increasingly susceptible to A.I. autogeneration.
Content that falls under the “best practices” category is unlikely to be able to demonstrate experience to a level that will differentiate. Instead, challenge the status quo and don’t just fix what is broken.
Experts are within.
Ideas from experts are the best starting point for thought leadership.
They may be C.E.O.s, analysts, engineers, etc. Look within to find those with experience and technical knowledge. You might discover C.E.O.s, analysts, or engineers.
Your content creators will be able to create authoritative and contrarian content with the help of S.M.E.s. They will stand on giants’ shoulders.
Cross-linking content
Cross-link content from the same author, no matter where it is published. Cross-linking builds up a portfolio of work under that name, which, in the end, will be an endorsement of thought leader status.
Do not underestimate the power of customers or clients
Google’s view on experience is: “Does the content demonstrate that it has been produced with a certain degree of experience? For example, by using a product or having visited a location, or by communicating what someone experienced?” In some cases, the most valuable content is that produced by someone with first-hand experience.
I don’t know what you think, but to me, that shouts out case studies, reviews, and testimonials that provide a deep dive into the real world of your products and services.
Updated content
Update your old content to meet the new requirements of demonstrating expertise. Make sure that the content you have already created continues to perform well for you on search engines.
Do not be afraid to raise some eyebrows.
Take a stand. This is fundamental to thought leadership. Most effective thought leadership alienates others so they can be noticed.
This often means choosing an “enemy.” Ask yourself the following questions:
- What really annoys you?
- Does everyone seem to accept a certain problem with your customers?
- Are there certain ways of working that you find irritating in your field?
- You may want to dispel a myth or question a promise made to clients that you believe is hollow.
Your experience can help you answer these questions by relating them to the world of your customers. You see these things every day. These are not the results of an A.I. blender.
Now More Than Ever, Thought Leadership is Important
Google’s newest addition to its E-E-A framework gives thought leadership even more importance than it did before. It helps marketers achieve their goals, say all the marketers. Buyers also agree that it allows them to make better decisions. All parties win.
In a study conducted by LinkedIn and Edelman, 61% said that leadership is more effective in demonstrating a product’s potential value than product-oriented advertising.
This is good news for those brands who are thought leaders in their field and can demonstrate that they can live up to their promises.
When done well, thought leadership will help you stand out from the competition. As a thought leader, you’ll be known for your industry expertise, as well as for being someone clients and customers can go to for advice.