Three ideas for B2B thought leadership strategy that matters more to your buyer

Too often, B2B marketers focus thought leadership strategy on big, novel ideas, missing the opportunity to deliver what really resonates – solutions to their audience's biggest problems. In the rush to produce a continual stream of content for digital channels, the connection to practical, actionable solutions can get lost.

Problem-solving thought leadership wins

Business decision-makers turn to thought leadership content not for more 'expert opinions' but for practical solutions to problems they’re already grappling with. They're seeking commercial insights – actionable ideas that challenge their status quo and provide clear paths forward. It's a requirement to have smart, accomplished experts creating your content, but in a contest between "smart" and "helpful", it's "helpful" that supports your audience's needs and the outcomes marketer are looking for.

Keep commercial insight concise

When content earns the reader's engagement by proposing a novel solution to a troubling status quo challenge, it takes pressure off the word count. There’s no need to stick around too long when your reader has the information they need to see a challenge differently and take action. By keeping copy concise, you’re shortening their path to the benefits of change. 

Enlist your market to create relevant and useful content

At PJA we’ve developed a framework for thought leadership strategy that leverages expert thought leadership communities composed of professionals who understand your audience's challenges because they're part of the audience themselves. We build editorial boards of experts eager to share insights and ideas for solving real problems with people in roles similar to their own. That’s the simple insight behind the expert thought leadership communities we build with clients like Red Hat, Tableau, Quest Diagnostics, and more.

• Read this post to learn more about expert thought leadership communities. 
• Check out a case study on the expert thought leadership community we built for Tableau.

Ready for thought leadership strategy that solves real problems for your audience?

Reach out to Greg Straface at [email protected] to explore ways an expert thought leadership communities can re-invigorate your thought leadership strategy.