Many B2B firms now recognize that captivating thought leadership content is an essential component of effective marketing. Numerous studies undertaken over the last few years have revealed that company buyers are increasingly depending on thought leadership content, which has a significant impact on purchasing decisions.
The 2021 B2B Thought Leadership Impact Study by Edelman and LinkedIn, which included 3,593 worldwide business executives from a variety of industries and companies of all sizes, is the most recent significant research on this topic. According to the research, 54% of decision-makers and 48% of C-level survey respondents spend more than one hour per week reading and studying thought leadership content. Furthermore, 63% of survey respondents believe thought leadership is critical in demonstrating that a company understands or can solve its business challenges.
It’s not easy to create thought leadership content that will capture and hold the attention of potential buyers. Many of the same requirements apply to thought leadership content marketing as they do to other types of marketing. Marketers should know who their target audience is and what their firm’s value propositions are. Thought leadership marketing initiatives, like all other types of marketing, should be connected with the company’s overarching strategic objectives and plans.
However, there are several distinguishing aspects of thought leadership marketing that set it distinct from other types of marketing. In order to establish their thought leadership goals for 2022, B2B marketers should follow these three steps.
Set high standards for content that promotes thought leadership
The explosion of material in recent years has made it increasingly difficult for marketers to develop content that will cut through the clutter and capture the attention of potential buyers. That’s what thought leadership content can do, but only if it’s “real” thought leadership.
Real thought leadership content tackles issues and offers insights that are extremely relevant to the target audience. Naturally, all marketing content should be relevant to the target audience. What distinguishes true thought leadership is that it addresses issues that can have a significant impact on the target audience’s business or professional success.
Thought leadership content should achieve a higher bar of credibility than other sorts of marketing content. Because thought leadership content provides fresh and original ideas, it’s critical for content creators to provide solid and persuasive proof to back up their ideas.
Set realistic expectations
Original research is nearly always required when creating relevant, unique, and authoritative thought leadership content. Original research is crucial to the impact of thought leadership content in two ways. First, new facts and ideas should be discovered and developed in order for thought leadership content to be novel. Second, original research gives the proof that establishes the authority of thought leadership content.
Original research takes time, especially when it involves primary research methods like surveys, focus groups, or interviews. As a result, marketers should set realistic goals for the amount of thought leadership content they can provide in a given time period.
Map the “knowledge landscape”
Once marketers have identified a list of possible thought leadership content subjects, they must perform sufficient research to determine whether there is any “white space” on those issues.
Marketers can’t figure out what themes are appropriate for thought leadership content until they know what topics have already been covered. Marketers that want to create truly unique thought leadership content should steer clear of themes that have already been discussed.
For more such updates follow us on Google News TalkCMO News.