Whether you call it thought leadership, opinion, comment or insight, if you are a B2B business, there is huge value in taking the time to write and publish articles.
First and foremost, it’s a great way to demonstrate your knowledge, expertise, understanding of the market and wider issues.
It can demonstrate your understanding of your clients’ needs, what challenges they face and the pain points.
And thought-leader articles could help to reinforce your company’s brand values and help develop trust and authority.
As part of a content marketing strategy – and regular publishing – writing thought leader content can help build an audience and relationships with new clients, particularly if you allow comments.
Getting a bit more technical, it’s good for SEO. Google checks your website regularly for fresh content, and it is also looking for dwell – time spent on site. Alongside a good keyword strategy, it can help to drive traffic to your website.
Extra value
The time spent writing B2B thought leadership content carries extra dividends.
These longer pieces can be repurposed for numerous social media posts. And if angled to encourage engagement on social media, it can increase visibility on those platforms too.
Social media content can easily be shared by the whole team for extra reach.
If you encourage comments on your original article and on social media, it can offer valuable insight into the market place and an opportunity to engage with your audience.
Content ideas
There is also the likelihood that the comments will throw up additional client-focused content ideas.
Thought leader articles make great content for your client newsletter if you have one.
Last but not least, ideas for thought-leader articles can be pitched to relevant publications and websites.
Most publications will be looking for good, insightful content, and it gives your ideas a wider reach.
Are you maximising the benefit of writing your B2B thought leader content?
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