Why B2B thought leadership content is worth the effort

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.

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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.

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Starting points for writing good thought leadership

Thought-leadership or opinion pieces are great content and good for visibility when approached the right way.

They are an opportunity to present your take on market trends or topics that are useful and interesting to your clients.

You can pitch them to B2B publishers and business news outlets or use them for client newsletters or on your own website to help build authority.

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They’ve been part of my working life for many years.

As a freelance, I ghost-write them for clients who don’t have the time or find writing them tricky. When I was features editor on a B2B magazine, I used to commission and edit guest columns.

Common mistake

The most common mistake when ideas for thought leader pieces were being pitched was a lack of opinion or viewpoint.

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