Let’s be honest. B2B marketing can sometimes feel like a never-ending doom scroll of sameness. There’s a lot of talk about solutions, efficiencies and ROI. But in a world where trust and credibility matter more than ever, how do you make your business stand out? The answer lies in thought leadership or as we call it, ‘conversion content’.
Conversion content is a powerful way to build trust, demonstrate expertise and ultimately land client wins.
The best thought leadership showcases the wisdom and insights of the people within your business. By positioning your team as industry experts or ‘thought leaders’, you’re not just selling a product or service, you’re creating meaningful connections with potential, current and lapsed clients.
Types of thought leadership content (and how they create the POW!)
Articles and whitepapers: These are the cornerstone of conversion content. A well-researched article or whitepaper can provide unique insights into industry challenges. They position your consultancy as a trusted advisor.
This kind of content works well for engaging decision makers who are actively looking for answers. We’d suggest using these during the awareness or consideration stage of a lead’s buying journey.
Webinars and podcasts: Hearing directly from experts adds another level of credibility. Webinars and podcasts give you a platform to share knowledge in a more interactive and engaging way.
Webinars also allow for real-time discussions, helping to build relationships with leads. We’ve found that webinars are a particularly good indicator of buyer intent. If a lead is willing to invest an hour watching your webinar, it’s a positive sign.
Case studies and success stories: Nothing speaks louder than results. Sharing detailed case studies that highlight how your consultancy/B2B has helped clients overcome challenges reinforces your credibility.
Featuring case study speakers within webinars and podcasts is a great idea too.
Within the buying journey, case studies are good to share as part of the sales process – as part of a proposal or a sales call.
Industry reports and data-driven insights: If you can conduct original research, publishing industry reports can be a game-changer. Businesses crave reliable data to inform their decisions, and by providing it, you establish your brand as a trusted source.
Opinion pieces: Thought leaders don’t just report on what’s happening. They predict what’s next. Publishing forward thinking opinion pieces on industry trends helps position your company as being on the front foot within your sector.
How do I create leads from thought leadership content?
It’s good to give away some free content in the form of articles or videos on LinkedIn, but by ‘gating’ some high value content, i.e. providing access only when people submit their email addresses, you can create leads.
Through marketing automation systems such as HubSpot, leads can be nurtured with further content along their buying journey and, ultimately, converted to clients.
Making thought leadership work for you
The best thought leadership content is about providing genuine value. It should spark discussions, challenge conventional thinking and build trust with your audience.
So, if you want to break through the sea of sameness and devise a data-driven approach to your marketing, it’s time to invest in thought leadership.
