You're the founder of a growing B2B company. You've poured your heart into developing an innovative solution that buyers need, but the market is saturated. Sound familiar? In a highly-competitive industry, how do you ensure your voice rises above the noise?
The answer? Thought leadership.
Wait, don't roll your eyes just yet. I'm not talking about those self-aggrandizing social media posts that reek of thinly veiled sales pitches. Genuine thought leadership is an art – a masterclass in positioning yourself as an authority while delivering tangible value to your target audience. The B2B buyer journey is long, making it all the more imperative to get your ideal customers to know, like, and trust you.
Still skeptical? Let us show you how.
Below we’ll explore who is behind the best-in-class thought leadership in B2B today—what types of content they create, and what qualities make that content exceptional. You’ll come away with the inspiration and information you need to take your content to the next level and set your brand apart.
7 Types of B2B Thought Leadership
B2B thought leadership can take many shapes across various content formats. The hallmark of great B2B thought leadership is taking an unorthodox stance and backing it up with empirical evidence and proven expertise. Use this list as a guide, but remember - the format matters less than delivering substance over style.
- Long-Form Articles/White Papers
In-depth explorations allow you to comprehensively unpack complex topics and position yourself as a subject matter expert. Back up bold claims with original data and research. - Case Studies
Nothing builds credibility like proven results. Dissect how you helped real clients overcome specific challenges using a methodical, best-practice approach worth emulating. - Video Interviews/Podcasts
Have candid, unscripted conversations with industry luminaries and contrarians. The raw, authentic dialogue sparks new insights your audience craves and can play a vital role in your B2B video marketing strategy. - Keynote Presentations
Share visionary ideas worthy of conference main stages. Use storytelling, humor and interactive audience participation to make theoretical concepts engaging. - Bylined Articles
Leverage third-party media and trade publications to reach new audiences. Ensure contributed content offers a fresh perspective their readership can't find elsewhere. - Books/E-Books
Long-form narratives cement your status as a pioneer by chronicling hard-won lessons and proprietary methodologies honed over years of experience. - Industry Reports
Aggregate original survey data, conduct meta-analysis of existing research and forecast emerging trends to plant a flag as a progressive futurist.
The Best in B2B Thought Leadership
Rand Fishkin, SparkToro
The former CEO of Moz is a prolific writer, speaker, and entrepreneur. His insights on SEO, marketing analytics, and audience research set industry standards. Check out his legendary WhiteBoardFriday video series for Moz and his new book "Lost and Founder." Fishkin employs a data-driven approach in his content, frequently illustrating his points with original research and practical case studies.
Drift
This conversational marketing and chatbot company doesn't just preach account-based strategies - they live it. Their multimedia "Conversational Marketing" blog features snackable videos, cheeky memes, and industry reports that bolster their innovative approach with data. Drift consistently integrates real-life examples and success stories, showcasing their technology's impact on various businesses.
Scott Brinker, HubSpot
As the OG "Chief MarTech" officer, Brinker has become a marketing technologist celebrity with his annual supergraphic mapping of today's staggering Martech landscape. His analytical ChiefMartec blog cuts through the hype with pragmatic advice. Brinker excels at breaking down complex technological trends into digestible insights, often sharing deep-dives and expert interviews to keep his audience informed and ahead of the curve.
Ann Handley, MarketingProfs
From her best-selling books to thought-provoking MarketingProfs articles, Handley is the queen of B2B content marketing. Her counterintuitive take on banishing "bottled mediocrity" makes for hard-hitting yet hilarious reads. Handley infuses her content with a unique blend of humor and authoritative insights, frequently using storytelling to illustrate key concepts.
Samantha Stone, Unleash Possible
As the Founder and Chief Marketing Officer of the Marketing Advisory Network, Samantha Stone is a true pioneer in the field of AI-powered marketing operations and revenue operations (RevOps). Her insightful podcast, blog articles, case studies, and conference talks explore how artificial intelligence is transforming B2B marketing, sales, and customer experience. Stone excels at presenting intricate AI and RevOps strategies in an accessible manner, often incorporating client success stories to validate her methodologies.
Tips for Creating Impactful Thought Leadership Content
- Lead with Insight, Not Opinions
Don't just rehash the same old talking points. Use original research, data-driven analysis, and fresh perspectives to challenge assumptions and spark new ideas within your industry.
- Make It Actionable
Theoretical fluff won't cut it. Every sentence should offer practical, executable advice that readers can immediately apply to their businesses.
- Speak Their Language
Ditch the corporate jargon. Use clear, conversational language that resonates with your audience's pain points and aspirations.
- Embrace Counterintuitive Thinking
The most memorable thought leadership pieces pivot from conventional wisdom. Don't be afraid to play devil's advocate and take contrarian stances (if well-supported).
- Tell Compelling Stories
Data alone won't captivate readers. Human stories and real-world anecdotes make concepts stick while showcasing your authentic voice.
- Remain Objective
Even as you share strong viewpoints, avoid aggressive self-promotion at all costs. Your insights – not product pitches – should take center stage.
- Add Unique Visuals
Proprietary models, frameworks, graphics, and multimedia elements differentiate your content and reinforce key takeaways.
- Openly Discuss Failures
Owning up to missteps and analyzing what went wrong builds trust and credibility with skeptical readers.
Put B2B Thought Leadership to Work for Your Brand
Genuine thought leadership is a proven path to rising above the noise. Yet, impactful thought leadership is both an art and a science.
From Rand Fishkin to Samantha Stone, these leaders exemplify the qualities of crafting content that informs and inspires. They engage audiences not with self-promotion—but by challenging assumptions with fresh data, contrarian perspectives, and first-hand expertise.
Whether via long-form articles, industry reports, videos, or books, their work showcases what it means to lead with insight over opinion. They make concepts sticky through compelling storytelling and human examples. Their visionary ideas are backed by empirical evidence, not theoretical fluff.
Most importantly, these thought leaders understand that consistently delivering tangible value is the key to building authority and trust. Even as they share strong viewpoints, self-promotion takes a back seat to substance.
Ready to establish your brand as the go-to expert in your industry? At Brand Theory, we specialize in helping ambitious B2B founders and entrepreneurs scale profitably and predictably with a strategic mix of go-to-market strategy, B2B website design, content creation and distribution, and paid search. Book a no-obligation introduction today to learn more.
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