Top 3 Examples of Thought Leadership Marketing by B2B Companies
Thought Leadership B2B Marketing

How do you stand out from the crowd? Knowledge. Showcasing your knowledge can be a very effective way to establish your business as an authority in your industry, while giving enormous value to your customers.

You need to be imaginative with thought leadership, evolving from the same old blog posts that you have been doing for year. Think differently: are you offering new ideas that will cement you as a leader in your industry? 58% of decision-makers read at least an hour of thought leadership each week and almost half of C-suite executives have shared their contact details after reading such content. So how are you impacting how they think? Will this content encourage these decision-makers to get in touch? Will it tempt potential customers to convert?

Although it is good to have goals, it is also important to remember to avoid direct sales messages when writing thought leadership content. The idea is to grow your brand and build trust, not push your audience to purchase immediately. These three examples will give you an idea of what makes excellent thought leadership:

1. American Express Business Class

American Express’ blog for small businesses is one of the most successful examples of content marketing of all time. Their strategy of putting their audience first to provide actionable tips and insights instead of pushy sales messages paid dividends in building their brand image. Their content is handily sorted into four main categories based on their customers’ needs: Managing Money, Getting Customers, Building Your Team, and Planning for Growth.

Amex relies on user generated content, asking their business customers for their experiences and any hints they may have off the back of it. It is mutually beneficial as Amex do not have to rely on their team of writers and the contributors will be credited, increasing their exposure.

By involving other businesses, Amex created a community with them at the heart of it. They built onto this with a live video series on Instagram called “Office Hours”, where executives of SMEs took part in a Q&A session, discussing how they navigated their way through the COVID-19 crisis.

2. Intermedia Cloud Communications

Intermedia is a cloud business applications provider, and they use their blog to share trending topics from news and security advice to case studies of businesses successfully deploying cloud technology to improve performance. Such content engages their audience and encourages them to share far and wide.

While content like “How to Manage Live Attendee Chat During Webinars” tapped into the interests and of executives during the COVID-19 crisis, detailed case studies following their customers’ move to cloud services demonstrated the real-life applications of Intermedia’s products and services.

3. GE Healthcare

Global medical technology company GE Healthcare built its Insights platform with personalisation at the front of their mind. As their industry is highly regulated, their customers will have very different needs depending on where they are based. Therefore, GE Healthcare adjusted the content and language to suit the reader.

Their content looks at the human stories behind the technology, bringing something more interesting and very different than the typical technical content that is synonymous with the B2B healthcare industry. This ended up being a hub for engaging and useful content, developing stronger relationships with their customers.

11th October 2020

Email marketing continued...

From webinar invitations to sales promotions, use our email marketing services to convert prospects. 

We can help you develop an effective email marketing strategy using an automation software, getting the right content to the right person at the right time. 

By identifying the stage of the buying cycle that your customers are at, we will drip timely and relevant content to their inbox based on this. Whether you want to nurture leads until they are sales ready, or keep current customers engaged to retain them, our marketing specialists will take your email strategy to the next level.  

Email has started to get a bad reputation as a pushy sales tactic, but by using it as a tool to help your customers, they will be happier to receive content and will be tempted to find our more by visiting your website or contacting you directly.

Website Optimisation continued...

Turn your website into a customer generating machine with our website optimisation services. 

Whether you want to sell products on your website or use it to attract new clients into your business, we will develop bespoke website catered to your needs. 

Our expert web designers use website optimisation techniques to ensurthat your customers have an excellent experience, enticing more conversations with them.  

Google looks for valuable content that will benefit the user, and with our SEO techniques we will help you get to that notorious first page on google. 

Marketing Analytics continued...

Put data at the heart of your company with our marketing analytics services 

From campaign analytics to a market analysis, we will highlight interesting insights from data and make recommendations to improve your decision-making.  

Our marketing analytics services include: 

Campaign performance analysis – we will crunch the numbers and listen to your audience to understand the impact of campaigns 

Social media analysis – Learn the type of content that your audience finds interesting and engaging – keep testing content! 

Website analysis  Is your target market behaving how you would like on your website? We will use data to help improve performance 

Market analysis  We will help you to learn more about the competitors in your market and how they are behaving online.  

Data analysis – Do you have lots of data but not the time to make the most of it? Our analysts will find insights that will inform your decisions.  

Content Marketing continued...

Establish yourself as a leader in your industry with our content marketing services. 
We can help you create, publish, and distribute engaging content that will put you on the mapdifferentiate you from your competitors and generate leads.   

Our content marketing services include: 

Social media – we will develop a social media strategy based on your business’ goals and manage the platforms selected.  
Promoted posts – Be seen by more potential customers by promoting a post on your social media channels. 
Blog writing  we will work with you to develop relevant and interesting blog content that will cement your position as a thought leader in your industry. 
Marketing collateral  from one-pagers to PowerPoint decks, we can make sure you are always on brand.  
SEO  By keeping SEO in mind, we can make sure you have a high rank on Google, so your customers find you instantly. 
Pay per click  We will identify keywords and develop a PPC campaign to make sure you are at the top of Google’s rankings  
We can put this together in one streamlined content marketing strategy that will build a loyal audience, keeping your company at the front of mind as an authority in the industry.  

who we are continued...

We are B2B Optimise – an exciting B2B digital marketing agency, offering a fresh perspective and innovative solutions to a traditional marketplace. Gregory Hustler and Matthew Barker founded the agency having recently graduated with marketing and IT degrees from The University of Huddersfield. We felt our passion, experience and skills combined perfectly to help B2B companies improve their digital marketing performance to acquire and retain customers.
We offer a range of digital marketing services including:
– Marketing Analytics
– Social Media Coordination
– Email Marketing
– Lead Generation
– Content Marketing
– Website Design & Development
– Search Engine Optimisation (SEO)
We understand that for many B2B companies it can be difficult to know exactly what your customers want to hear from you online. By fusing data insights with a spark of creativity, we can develop a strategy to engage your audience and work towards achieving your business goals.
Showcase the genius of your business with B2B Optimise!

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