Thought leadership is one of the most original types of content you can publish, and it should theoretically be one of the easiest.
Thought leadership is content that comes straight from your in-house experts, such as the CEO or the chief product or technology officer. The topic is typically related to a trend or theme in the industry on which they can offer a unique perspective. That’s why it’s so original- nobody else can provide their personal insights.
Thought leadership has to come from the top because the whole point is to establish credibility. Expertise is valued by potential customers, especially in an industry as complex as fintech, and it encourages them to choose your product or service over your competitors. That said, it can also be used to generate leads and build awareness.
Thought leadership should be easy to produce because you have direct access to the source. However, getting senior executives to set aside time to write an article is easier said than done, particularly if they don’t enjoy writing. That’s where a ghostwriter comes in- a simple half-hour interview over Zoom, which can be recorded and transcribed, should provide more than enough material for a 750-word blog post.
A quick scroll through Fintech Weekly’s latest influencer list provides some great examples of thought leadership in the fintech industry, such as Digital Banking Report’s Jim Marous, host of the Breaking Banks podcast Brett King and Theodora Lau, founder of Unconventional Ventures.