Thought leadership is an essential part of any business growth strategy, especially in B2B markets.
If your prospects are looking for new products or services, they will be doing their own research online.
What are they looking for?
What we all look for in business, when we have problems to solve, are people that we can trust for advice. People who understand our business and who have solved problems for other businesses like ours. Building trust and showing expertise and understanding is what Thought Leadership is all about.
Suppliers that can provide insightful, engaging and educational content that helps solve problems will stand out from the crowd. This content will explain that they understand the market, that they have the vision to appreciate where the industry is headed and the types of problems that businesses are encountering.
Trust in that business’ spokespeople - their subject matter experts - is a key factor in winning over the prospect and building trust. This leads all validates that you have a tried and tested solution or product that has helped other organisations like them.
Thought leadership should be a key part of any PR programme to build the reputation of your business, and your key spokespeople, as a reliable source of information and industry commentary, to help you engage with and influence the senior decision makers in your industry.
Thought leadership driven PR has the extra advantage of adding authority and credibility to your business’ standing, as editorial media coverage is seen as more reliable and independent than just content on your company’s website or social media channels.