A passionate marketer, CEO at iResearch Services, TechInformed & GivingforGood.
Kelvin Murray 2015
Imagine yourself navigating a crowded trade show floor. Countless booths bombard you with freebies, flashing lights and salespeople vying for your attention. But amidst the chaos, a single booth stands out. Here, a team of experts quietly demonstrates their craft, meticulously creating a beautiful and functional product. They answer your questions with genuine knowledge and passion, and you're instantly drawn to their expertise.
In B2B marketing, this curated booth represents the power of thought leadership. Through my time as CEO of a company that provides thought leadership services, I've found an effective method to establish myself as a trusted authority through insightful content and valuable solutions. In fact, nearly two-thirds of buyers said thought leadership improved their perception of a company, according to a 2021 report by LinkedIn and Edelman.
Here are seven strategies to help you leverage thought leadership successfully.
1. Develop content that addresses your audience's pain points.
By consistently sharing your expertise and unique insights via videos, podcasts, white papers, etc., you can elevate your reputation and position yourself as an authority in your industry, which can help build trust and reinforce your brand’s leadership and influence.
To build trust and establish authority, my team often advises our clients to concentrate on addressing audience pain points and broader societal issues by providing clear, actionable solutions and insights. This strategy not only disseminates knowledge but also offers fresh perspectives that cultivate deeper connections and trust.
2. Use content to guide customers through the sales funnel.
Thought leadership can enhance commercial outcomes by guiding potential customers through the sales funnel, nurturing leads and elevating brand visibility. Fifty-eight percent of B2B marketers said that content marketing, including thought leadership, helped them generate sales and revenue in the past 12 months, according to a 2023 survey by the Content Marketing Institute. Additionally, 63% mentioned the effectiveness of content marketing in nurturing leads and subscribers.
Something our clients often do is create educational pieces tailored to top-of-the-funnel awareness, detailed case studies and how-tos for middle-of-funnel consideration and compelling calls-to-action for bottom-of-funnel conversions. Additionally, I've found using multiple channels—such as blogs, social media, webinars, videos and email campaigns—ensures broader reach and engagement with potential customers at various touchpoints. This strategic approach helps nurture leads, drive sales and elevate brand visibility.
3. Avoid being promotional.
In the same CMI report, 84% of B2B marketers think content marketing has helped them build brand awareness, which I believe underscores the impact of thought leadership on brand visibility. Thought leadership can enhance brand recognition and trust by positioning industry leaders as reliable sources.
There are a few pitfalls to be aware of when trying to build brand awareness with thought leadership content, however. A frequent error is being too promotional, which veers into marketing rather than thought leadership. Instead, focus on delivering genuine value through your insights and expertise.
I've often seen clients mistakenly present sales-driven content as thought leadership, which can undermine their brand. By breaking down complex issues with valuable insights and providing actionable advice, you can establish yourself as a trusted authority. Avoid overtly promoting your products or services; instead, let the quality and relevance of your information naturally build credibility and trust.
Another common pitfall is a lack of authenticity. To achieve authenticity, gather insights directly from your target audience. By staying authentic and prioritizing value over promotion, you can build genuine recognition and trust.
4. Measure your impact.
Leaders can go beyond vanity metrics and use website analytics, sales enablement tools, marketing automation tools, earned PR and lead generation tracking to measure thought leadership impact. These initiatives allow you to refine your approach and maximize your impact. They can also be scaled to fit your budget and target audience.
5. Expand your audience by leveraging multiple channels.
Thought leadership can allow you to connect with new audiences through social media and industry publications. I've found effective channels include TikTok, YouTube Shorts, Instagram Reels and high-profile events, such as the Davos World Economic Forum. I've also found LinkedIn to be an effective social media platform for B2B marketing, and publishing research reports can help enhance credibility. Diversify your content distribution across these types of platforms to help capture attention and build a broader audience base.
6. Consider how content could help attract top talent.
A strong employer brand is critical for attracting talent. A company's brand is often built on a positive company culture and thought leadership content could be a helpful strategy for showcasing that culture and demonstrating expertise and innovation to professionals who want to join a forward-thinking brand.
Regularly publish thought leadership content that shares success stories, employee experiences and innovative projects to create a compelling image that appeals to skilled professionals. You can use platforms like LinkedIn to reach potential employees and share your content.
7. Align content with your values.
Thought leadership can help you establish yourself as an authority in your field, building stronger leadership and a positive brand image. Well-crafted thought leadership content can also demonstrate your commitment to social responsibility.
I recommend regularly publishing content that highlights your company's social and environmental initiatives. Share your values and achievements, and participate in industry discussions to reinforce your authority. This approach can strengthen your leadership position and align your brand with responsible and forward-thinking values.
Thought leadership is not a fad; I believe you can achieve commercial benefits and a lasting competitive advantage by consistently creating valuable content, establishing yourself as an authority and fostering trust with your audience. As the marketplace continues to evolve, brands can use thought leadership as a tool to stand out from the crowd and shape industry conversations.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
