Thought-leadership marketing is rapidly emerging as a top priority for B2B organizations. In addition to positioning your company as a leader in its industry, thought-leadership marketing can attract new customers, media attention, business development opportunities and best-in-class talent. Thought-leadership marketing can take a variety of forms including bylined articles, white papers, case studies, books, newsletters, blogs and webinars. No matter which form your thought leadership takes, the goal is to present expert and original solutions in an engaging and informative format. Here are five areas in which thought-leadership marketing can drive business success:
- Brand Awareness: Thought-leadership content is critical for establishing and maintaining the visibility and credibility of the business and its leaders. By consistently publishing unique, insightful content that offers real value to customers and prospects, your company and its experts can be top of mind when the time comes to make a purchasing decision.
- Sales Engagement: There’s no better way to develop relationships with potential customers than to provide them with something of value. Thought-leadership marketing gives your sales team something to demonstrate how your organization is leading the industry and how its leaders can provide solutions to real-world challenges.
- Public Relations: When your company is seen as a leader in its industry, members of the media may look to your company for insight on news stories, trends and other opportunities that could mean free exposure in print, broadcast or online outlets.
- Content Marketing: Thought-leadership pieces provide the foundation to an effective content-marketing strategy. One important caveat: B2B decision makers are a discerning group. Thought-leadership content cannot be self-promoting and should not resemble a sales presentation in any way, shape or form.
- SEO: Once considered the “black sheep” of marketing strategies, SEO presents new marketing opportunities thanks to Google’s changes to its algorithm to reward quality content. When you publish thought-leadership pieces, especially bylined articles, Google connects the dots between the media coverage and your company. It’s important to remember that one article or white paper isn’t enough: consistently produce quality content in numerous outlets for maximum results.
Thought leadership is more than a published article or occasional industry presentation. It is a commitment to lead the space in thought and serve as a resource for the industry. To learn more about how to implement an effective thought-leadership marketing strategy, contact Trade Press Services.