Small B2B firms should create thought leadership content to stand out

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2021, 3:56 PM UTC

An Edelman and LinkedIn study found 89% of business decision-makers believe thought leadership enhances their perception of a business.

Creating thought leadership content could help small B2B companies boost visibility, credibility, and trust. Thought leadership can also help improve SEO efforts, generate high-quality leads, strengthen publicity opportunities, enhance industry influence and gain a competitive edge.

42% of decision-makers are more willing to pay a premium to work with companies that produce thought leadership over those that do not. By creating content that highlights unique, relevant and actionable expert opinions, even smaller B2B companies can drive the debate on trending topics and influence the industry.

While creating thought leadership content, marketers should choose topics that matter to their target audience. Thought leadership content should portray a perspective that engages the brand’s prospects and provides original, actionable opinions and insights.

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