Everyone has something to say, a thought to share, or an asset to post. Plus, with the number of platforms available to utilize, there are many places to share that thought as well. With these two components combined, you have the rise in popularity and usage of thought leadership content. While thought leadership is still a critical component of the B2B marketing mix, many well-written, thoughtful, and useful assets or posts are being lost to the sea of content or to the ever-changing algorithm. But have no fear, we’re here to help you understand what thought leadership content you can put together and how to make them stand out.

What It Means to Be a B2B Thought Leader

Thought leadership, according to this source, is “the process of developing specialized expertise and novel insights into a subject matter area and then sharing those perspectives with audiences for the purpose of educating and influencing them.” Thought leaders are the people behind the thought leadership assets or content that gets shared with the world. One of the main goals is to establish credibility and be seen as an expert in a certain industry or space. This helps you stand out compared to others and build your following.

Ideas for Thought Leadership Content

1. Research reports: Research reports are a complete guide to a complex topic or focus area. It almost seems like a gold standard of information, especially when it is backed by both research and data. These asset types can be on the longer side, which can intimidate some. But the information included in them is typically unmatched, and while it requires a little brain effort to read, is always worth it. Reports, like these from Content Marketing Institute, are a great example.
2. Webinars or educational videos: Webinars are one of the most prominent thought leadership asset types. There are many different avenues to take when creating a video, but it’s important to focus on the content, audience and what you want them to take away from the information you present. It should always be educational and bring your expertise to the table. Videos can also be a way to be more personable if you film them yourself!
3. Podcasts: Podcasts are becoming utilized more by B2B leaders. The great thing about podcasts? It can be almost anything you want it to be! You can host other B2B industry leaders, customers and even team members. Presenting relevant information, whether it be from yourself or the individuals you have on your podcast, will bring listeners back because of your trustworthy, impactful information.

Strategies to Make Your Thought Leadership Content Stand Out

All B2B leaders are producing some form of thought leadership content. Whether it’s the same types of assets you are producing, there are many ways to make yours stand out amongst the rest.

1. Boost credibility through trusted data: Data that is included in thought leadership that is trusted and well-sourced can elevate your information. Adding results or statistics from a research study, or even a survey that you distributed yourself, will add an extra sense of credibility to the thought leadership content. Plus, this gives certainty that the information you are sharing is factual.
2. Add a personal touch: Consuming a piece of content that has monotone language or overly complex language might not be the most effective approach. Adding a personal touch, such as personal experiences or advice, can go a long way. When a reader can make a personal connection to some portion of your content, your content becomes more memorable.
3. Don’t be afraid to be blunt: Sometimes, its ok to be real. And be blunt. Some of the most effective content comes from real feelings and the real people behind them. Chances are, someone has been in the same situation, and if you communicate that to the world, you can be shocked at the engagement and feedback you receive. Plus, this helps audiences get to know the real you.

Need help with inbound or outbound marketing or creating thought leadership content? Contact us today.