From Opinion to Authority: Harnessing the Power of Your Data-Driven Insights
To stand out as a thought leader today requires a lot more than just having an opinion. Tepid points of view masquerading as thought leadership are simply not going to cut it in today’s competitive climate, especially in the B2B space. But what is increasingly moving the needle is data.
In fact, 55% of B2B decision makers said that strong research and data would take thought leadership from good to great. This is not to say that there’s not room for opinions to engage with and inspire audiences. Instead, aspiring thought leaders need to think about how to use compelling data to enhance their point of view and drive more impactful conversations.
When perspectives are backed up by data, you can significantly increase credibility and trust, which is a “must-have” for any effective thought leadership strategy. Data-driven thought leadership can also help spur more informed decision making and boost engagement and influence among the audiences you are trying to reach. If you’re considering elevating your perspective with data-driven insights, consider these best practices:
Gather Quantitative Proprietary Data
Don’t settle for third-party data that anyone can access. Identify and utilize unique data your company owns and is comfortable sharing. Think about how you can extract and apply greater meaning to data you already have. If you do not have any readily available data, you can proactively design and run surveys using reliable third party tools like Pollfish and Survey Monkey to generate data on topics that align with your expertise.
Supplement with External Data Sources
Enhance your insights with data from trusted sources like BLS, Gallup, Pew Research, McKinsey, and Gartner to provide context and strengthen your narrative.
Incorporate Qualitative Findings
Blend quantitative data with qualitative research to provide a deeper understanding of trends. Quantitative data is less robust in its authority on its own, without qualitative data to confirm or challenge its findings. Anecdotal plus metric driven perspectives will strengthen your overall findings.
Craft the Story
Transform the raw data into actionable insights that are mapped to a greater narrative. Ask critical questions: What story does the data tell? How does it impact your industry or target audience? Aim to provide fresh perspectives that challenge conventional thinking or highlight emerging trends. Unique insights leaning into your data will position you as a forward-thinking leader in your field.
Develop Your Content
Develop your assets and present your insights through compelling storytelling. Blog posts, website articles, whitepapers, case studies, and videos can all be interesting formats to deliver information. Data visualizations such as charts, graphs, and dashboards can help explain the story behind your data. Content that incorporates narrative, design, and graphics perform really well.
Engage with Your Audience
Engagement is key to building thought leadership. Share your data-driven content on multiple platforms, including social media, industry forums, and your company’s website. Encourage discussions, respond to comments, and engage with your audience. Hosting webinars or live Q&A sessions to explain your data can also foster direct interaction and establish a deeper connection with your followers.
Think of data as the secret ingredient that will take your thought leadership to the next level. When you combine the art of conveying your point of view with the science of data-driven insights, you will be in a much better position to resonate with your audience and solidify your position as a leader in your industry.
