Originally published December 28, 2022 , updated on July 13, 2024

Out of the many strategies deployed for B2B PR efforts, content marketing is undoubtedly a frontrunner. The vast variety of online platforms and their many audiences and formats have led to a boom in content marketing like never before. Many B2B lead generation services often focus on content more than other PR efforts. However, not all content marketing strategies are created equal. It is becoming increasingly tricky to rise above the content clutter we see all around us. 

You must be wondering, “How can my B2B businesses break this clutter?” or “How can I create impactful content for my business?” Fret not, for we have the perfect solution for you: thought leadership PR strategies.

The What and Why of Thought Leadership Content

Thought leadership is a content marketing strategy that focuses on producing authentic content with the aim of sharing wisdom and knowledge. So it allows the author to establish themselves as an expert in a particular industry, often enhancing their visibility and credibility. 

An effective thought leadership PR strategy ensures that the author is established as a force to reckon with in a particular industry. This becomes possible through the consistent delivery of informative, insightful, and helpful content. Once others see the creator of such content as an industry leader and a subject matter expert, they often enjoy strong engagement from online communities. Thought leadership services also focus on including calls to action (CTAs) in order to further drive engagement. 

Most of what we have talked about revolves around how an author can benefit from a thought leadership PR strategy. But how can thought leadership content help B2B businesses? 

Well, to begin with, the author does not have to be an individual. It can be a brand, too. Your business can position itself as the go-to expert and leader in the industry. And when it comes to individual branding, key executives in your organisations can create thought leadership content as brand ambassadors. This leads to a spillover of an individual’s credibility and reputation to the organisation they are associated with. 

Potential Benefits

Some potential benefits of a thought leadership PR strategy for brands and individuals alike include 

1. Increase in audience base and engagement
2. Opportunity to attain leadership positioning
3. Build reputation, credibility, and awareness
4. Effective use of marketing budgets and breaking through the content clutter
5. Organic marketing of your offerings and many more.

If you are still unconvinced, let’s bring in some statistics to reiterate the importance of thought leadership content. A recent LinkedIn study stated that 54% of decision-makers and 48% of C-Suite executives said that they spend more than one hour reading and reviewing thought leadership content. Two-thirds of marketers surveyed in another study consider this strategy their top priority and are looking to use thought leadership services. 

Many individuals and brands have already used thought leadership services to stay at the top of their game. Let’s take a look at a few of our favourites. 

Examples of Effective Thought Leadership Content

In similar fashion, here are some brands and individuals who have mastered their thought leadership PR strategy to inspire you: 

Deloitte

It is exhausting to establish thought leadership in a sea of reports and infographics. However, Deloitte has found a way to stand out. They identify the most popular business trends and then create easy-to-read executive summaries. These are usually visually appealing and short (around eight pages), and users can get all the information they need without even switching from their LinkedIn feed. 

Joey V. Price

The founder and CEO of Jumpstart: HR, an HR Consultancy Firm, Joey V Price has created a strong personal brand that benefits his organisation immensely. He runs a weekly podcast named “While We Were Working”, which focuses on trending HR topics. HR professionals often listen to his podcasts to update themselves regarding the industry. This active listener base allows Joey to market his firm effectively and also focus on B2B lead generation. 

Dorie Clark 

Dorie Clark is a marketing strategist and coach who teaches at Duke University. She writes a lot of pieces for Harvard Business Review, which goes a long way in establishing her credibility. Her content focusses on helping business leaders to scale and grow. She also has a series of weekly newsletters for business professionals that address modern-day challenges. 

As you can see, these brands and individual thought leaders have been able to create their niche and engage with their audience meaningfully. These efforts go a long way, especially in B2B lead generation and creating a long-lasting association with the audience. Many thought leadership services often take the help of ghostwriters as well to create a personal brand for their clients. 

How To Get Started on a Thought Leadership PR Strategy 

There are a bunch of factors to take care of before you get started on your thought leadership journey. A few of these would be 

1. In-depth understanding of the target audience
2. Constant activity and monitoring on social media platforms
3. Engaging through multiple content formats
4. Analysis and improvement of metrics
5. Staying on top of industry trends

Creating a consistent image and communication style, and so on. 

Needless to say, thought leadership PR strategy is a full-fledged effort that requires significant commitment and expertise to be successful. 

How Can We Help?

Just because producing effective thought leadership content seems like an uphill task, you shouldn’t give up on this goldmine of a PR strategy. Our top-notch thought leadership services can drive your marketing efforts to the next level. 

You can trust our thought leadership services to create the best strategy for your B2B business and therefore, differentiate your brand. By establishing yourself as “the voice” in your industry, you are a step away from achieving unmatched success. 

Our thought leadership services are ready to take your business to the next level. Book a call or send us an email today.

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