Your 2023 Marketing Strategy Needs Thought Leadership – What’s Your Next Step?


As a marketing leader, you understand the importance of thought leadership in building strong brand authority and attracting customers. At the very least, 66% of your peers consider it a top priority for their organization. 

Thought leadership can help position your company as a trusted and knowledgeable leader in your industry, differentiate you from competitors, and attract your target market.

However, creating high-quality thought leadership content is a challenging task. After all, 55% of buyers say if a piece of thought leadership does not pique their interest within the first minute, they will move on. If you’re not careful, your thought leadership content could end up like a tree falling in the forest; no one hears it, and it was all for nothing!

To implement thought leadership into your marketing plan, here are a few tips to help you get started.

Find Your Big Idea(s)

To find your big idea, identify the challenges and opportunities present in your industry. Once you’ve identified an issue you’d like to address, do some research into the existing content surrounding this issue. You should be able to find an angle that hasn’t been explored before or leverage your expertise to create more value for an existing idea.

This is your big idea and your North Star. It will guide your creation of relevant and valuable content for your target audience and cement you as a trusted and knowledgeable thought leader in your industry. 

For example, you can check out this blogpost.

Provide Original Solutions

Forty percent of buyers claim that existing thought leadership content contains unoriginal thinking or a lack of new ideas, which is an obvious gap you can fill. Instead of parroting or repackaging the general consensus around a certain issue (or stating the painfully obvious), you need to provide original insights and solutions to industry challenges. 

You should also consider distributing different and more unique types of content. For example, if your peers and/or competitors are mostly churning out blog posts or pillar pages, you can consider infographics, checklists, or webinars. Regardless, your content should engage, inform, and influence  your audience. 

Be Consistent in Engagement

Another key to thought leadership success is consistency. Just like a muscle, if it’s not exercised regularly, it will weaken over time. Besides producing high-quality thought leadership content regularly, you should also be actively participating in industry discussions and responding to questions from your target audience.

Be careful not to confuse consistency with the quantity of thought leadership content you’re producing. The quality of your content is much more critical. Aim for fewer, higher-quality pieces that add meaningful value to your audience’s lives. You’ll see a much higher ROI from sharing a single piece of high-quality content per month than mediocre or unoriginal content twice a week. 

Hire External Help

If you already have a marketing team, consider hiring a copywriter or content strategist (if you don’t have one yet) to help you develop a brand voice that is consistent, engaging, and effective. SEO expertise is another capability that you’d need to help you scale optimization efforts in the long run. 

Once you have developed a brand voice that can convey your expertise and position you as a thought leader in your industry, creating persuasive and impactful content becomes much easier.   

If you’re starting from scratch, consider engaging a marketing agency that specializes in B2B thought leadership campaigns. The right agency partner can help you develop a comprehensive thought leadership strategy, establish a strong brand voice, create high-quality content, and engage your target audience effectively. 

Don’t Get Left Behind

Thought leadership content is central to any B2B marketing strategy that aims to disrupt the status quo. To successfully incorporate thought leadership in your marketing efforts, you need to have a big idea guiding your content, originality, and consistency. You can either try to achieve this on your own, or rely on external help to get you started. It all depends on your objectives, timelines, and budget.

If you’re struggling to stand out in a crowded market and capture the attention of potential customers, then, Brighttail, a specialized B2B marketing agency, can help you establish your brand as a thought leader and create content that engages and inspires your target audience. 

Our expertise in B2B thought leadership campaigns can help you drive traffic, generate leads, and increase conversions. Contact us today to learn how we can help your business thrive!

The Author

David Ho

David hails from a rather unorthodox background in writing and applied linguistics. He wandered the wilderness of sales and tech recruitment for close to 3 years before coming home to content writing.

David Ho