How do you know your company's thought leadership is effective? You measure it. Consistently tracking metrics is the only way for companies to:
- Validate ROI: Confirming the effectiveness of your thought leadership content and marketing investments
- Identify areas for improvement: Pinpointing where you can enhance your strategy to better connect with your audience and outpace competitors
- Track competitive standing: Seeing how your brand’s thought leadership efforts stack up against others in your industry or topic area
Marketers are facing greater pressure to demonstrate the return on investment (ROI) from their marketing efforts. Nearly 75% of them report putting more emphasis on measurement and attribution, which marks a 14% increase compared to the previous year, according to a 2024 survey by Demand Gen Report.
Yet when it comes to thought leadership, many brands don’t know where to start: nearly 20% of B2B decision-makers and executives report lacking a method to measure it, according to Edelman and LinkedIn.
So how do companies determine if their thought leadership efforts are working — and giving them an edge over their competitors? It comes down to five core pillars:
AUTHORITY
The company has a proven track record as a go-to resource, with the credibility to inform and influence target audiences. Its customers, its peers and even its competitors recognize the brand as an undisputed expert on the issues that matter most to its audience.
What’s the payoff? These brands command respect. Customers don’t hesitate to turn to them as they search for solutions — which also helps generate leads.
What are some ways to measure it?
- Brand authority
- Keyword and SEO leadership
- Domain authority
- Content quality
- Branded search volume
- Social following and engagement
- Proprietary research reports
- Industry influence
- Executive speaking engagements
EXPERTISE AND FORESIGHT
The company has a pulse on the market — always looking out for what’s next and serving up valuable insights. It’s a known trailblazer with a powerhouse group of SMEs who aren’t afraid to oppose conventional thinking. Its boundary-busting, future-focused POV resonates with target audiences while pushing them to look forward.
What’s the payoff? These are the first movers. They drive industry trends, which leads to deep connections with their audience — and increased business growth.
What are some ways to measure it?
- Search ranking by target topics
- Industry citations
- Audience engagement
- Content quality
- Keyword and SEO leadership
- Innovation
- Distinct POV
- SME content contributions
VISIBILITY
The company and its SMEs let their voices be heard. Whether it’s at a speaking engagement or in a provocative social post, they’re reaching out to new and old audiences with a bold vision that sets them apart from the pack. This is where expertise meets exposure.
What’s the payoff? These brands stand out. They have a reputation. They make a mark — and establish themselves as must-follow experts.
What are some ways to measure it?
- Site visits and traffic
- Content distribution and engagement
- Social media mentions, connections and followers
- Share of voice
- Media citations
- Executive speaking engagements
- Awards
TRUST
People don’t just know this company — they believe in it. It’s seen as a reliable partner that helps the target audience solve problems, iterate to meet changing demands and, ultimately, make better business decisions.
What’s the payoff? Customers who trust a brand are more likely to listen to it, engage with it — and forge a lasting relationship with it.
What are some ways to measure it?
- Website trustworthiness
- Content engagement and sharing
- Net Promoter Score
- Customer feedback and reviews
- Edelman Trust Barometer Score
- Brand sentiment analysis
CONTENT LEADERSHIP
The sure-fire way to solidify a rep as a thought leader? Creating really, really good content. True thought leaders go in with a strong POV, backed by solid research. The result is the kind of high-quality content that the world’s decision makers need — and that sparks conversation across formats and channels.
What’s the payoff? Done right, omnichannel thought leadership content has the power to sway minds and influence the influencers. That increases brand value and drives growth opportunities.
What are some ways to measure it?
- Maturity of content strategy
- Omnichannel presence
- Content cadence and volume
- Content quality
- Credibility
- Content organization and UX
- SME contributions
- Press citations
- Keyword and SEO leadership
- Backlinks
- Content awards
Looking for more resources on thought leadership? Start here: The Ultimate Guide to Thought Leadership.
Sources
2024 B2B Thought Leadership Impact Report, Reaching Beyond the Ready: Thought Leadership’s Impact on Engaging Out-of-Market B2B Buyers, Edelman and LinkedIn, 2024
2024 Marketing Measurement and Attribution Benchmark Survey, Increased Tech Adoption & Data Reliance Re-Shaping 2024 Marketing Measurement and Attribution Processes, Demand Gen Report and MX, 2024