Most B2B companies are now seeking to develop conversations with the C-suite via the creation of thought leadership-level content marketing initiatives, as UK based consultancy Longitude detailed in a recent article.
Thought leadership: A superior element in the content marketing toolbox
Thought leadership in the context of content marketing is regarded as superior, according to Gabriel Shaoolian of Blue Fountain Media in New York, because it’s “more compelling….[and] has built-in authority, clear perspective, and inherent trustworthiness.” Importantly, as Shaoolian further explains: “Because thought leadership showcases expertise and authority within an industry, it has the benefit of building trust between a brand and its audience. Consumers recognize a brand’s expertise in their industry as a signal that the brand is among the best at what they do.”
The value of content marketing in the broader context (and thought leadership specifically, therefore) is succinctly summed up by Michael J Schiemer, who explains that it measurably increases website traffic, search engine optimization (SEO), branding, exposure, and ultimately more prospects and clients/customers. And importantly, as Schiemer explains, it increases the perception your organization is connected and legitimate, while being able to be seamlessly integrated into an organization’s overall business development and marketing strategy.
Refined thought leadership an avenue to precision-targeting within organizations
Longitude persuasively argues that in the strategic development of thought leadership, focusing on the most senior people isn’t the most appropriate strategy when buyers of your services may be within different business units. They argue, therefore, for the creation of thought leadership content that takes into consideration buyers of your services from other business units, while at the same time being mindful of the influence the C-suite may have in those purchasing decisions.
“Big purchasing decisions within large corporates are typically made across a leadership team. Thought leadership campaigns, therefore, need to speak to each of these different stakeholders as individuals”, they explain.
Quality thought leadership leads to revenue in shorter time frames
Longitude concludes by emphasizing that thought leadership is fundamentally characterized by quality. In some cases, they note, a single thought leadership piece can generate a meeting which results in an immediate engagement. Superior thought leadership can, therefore, cut through the noise generated by an avalanche of generic content marketing to help achieve substantial revenue in short time frames.