A typical marketing mix consists of a few main elements that go into one or the other inbound or outbound marketing categories. However, for B2B leaders, the content mix for thought leadership looks a little different. Because thought leadership is all about building credibility and expertise, some of the typical marketing strategies are better suited than others.
Whatever type of thought leadership created, it’s harder than ever to bring it out. With the increase in the use of digital channels To promote content, more and more organizations and individuals are using all possible channels, flooding these channels with consistent content. What will it take to make yours stand out? Discover our strategies in this blog.
Be a B2B thought leader
Many B2B leaders are very familiar with multiple topics, so creating and distributing thought leadership content is incredibly beneficial. When it comes to B2B thought leadership, understanding which pieces of content are more effective than others in conveying industry and topic expertise is critical. One of the main goals is to establish credibility and act as a thought leader in space. But, more importantly, create relevant and engaging content for the audiences you’re trying to reach. Anyone can create a whitepaper, but if the information isn’t accurate or misrepresented, members of the public who consume the content won’t be impressed and likely won’t see you as a credible source or thought leader.
Thought leadership content ideas
- White papers: Similar to a research report, white papers are a complete guide to a complex subject or area of interest. A white paper should provide the audience with research and data-driven content so that they can then use that information in their organization. Since white papers tend to be longer than a blog or article, the information they contain includes a lot of practical tips, best practices, and helpful strategies to overcome the challenge or execute a component of marketing. in the most efficient way possible.
- Videos: Videos have become more and more popular in the new digital age, so it is essential to use this component as a thought leader. There are many different avenues for creating a video, but it’s important to focus on the content, the audience, and what you want them to take away from the information you’re presenting. Videos can also be a more fun way if you shoot them yourself!
- Articles: Articles are one of the most common forms of thought leadership content. As the author of the article, which includes useful information, key data and more, readers see it and associate you with industry expertise.
- Podcasts: Podcasts are increasingly used by B2B leaders. The advantage of podcasts? It can be almost anything you want it to be! You can host other B2B industry leaders, clients, and even team members. Presenting relevant information, whether it comes from yourself or from the people you have on your podcast, will attract listeners for more because of your reliable and impactful information.
Strategies for making B2B thought leadership content stand out
All B2B leaders produce some form of thought leadership content. Whether these are the same types of assets that you produce, there are plenty of ways to set yourself apart from the rest.
- Build your credibility with trusted data: Data that is included in thought leadership that is reliable and well-sourced can elevate your information. Adding results or statistics from a recently conducted research study, or even a survey that you yourself distributed, will add an extra sense of credibility to thought leadership content.
- Add a personal touch: Consuming monotonous, informational-only content may 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 of your content, your brand becomes more memorable to them, thereby increasing brand awareness.
- Promote on social networks: It might sound like a no-brainer, but promote your thought leadership content on social media! 48 billion people all over the world use social networks. This is a large audience to reach, even if you might not hit the $ 4.48 billion. Pushing content to connections on LinkedIn and followers on Facebook and Twitter will help increase reach. The more people who consume, or even stumble upon, your content, the more credible your content is.
- Mix it up and get creative: Producing the same types of content consistently isn’t necessarily a bad thing, but it’s always nice to to mix together. While the content types are similar, adding a creative or unique touch can help make yours stand out. For example, adding bold new elements to the design of a video or whitepaper can make the content more engaging, thereby gaining more attention and increasing the number of people who discover it.