When it comes to B2B Marketing, perhaps no other term has been more misunderstood, and misused, than “thought leadership”.
Unfortunately, every piece of B2B content that offers any semblance of a little insight is branded as thought leadership today.
Let’s debunk some common misconceptions about B2B thought leadership marketing and understand what true thought leadership is all about.
Common Myths about B2B Thought Leadership Marketing
Myth 1: Thought Leadership = Content Marketing
This is perhaps the most popular misconception. While B2B content marketing is about creating valuable content to attract your target audience, thought leadership communication goes much deeper.
B2B thought leadership communication is not about producing content for the sake of branding or lead generation, but about providing tangible insights that can reshape your target industry.
Imagine you’re attending a conference. Here, traditional B2B content marketing is akin to the informative sessions that provide useful takeaways. Contrastingly, B2B thought leadership communication stands out as that one keynote speech which challenges your perspectives, encourages you to think differently, and leaves a lingering impact long after the conference has wrapped up.
Myth 2: Thought Leadership is Just About Being an Expert
While subject matter expertise is undoubtedly critical in B2B thought leadership communication, it’s not the whole story.
Genuine thought leaders don’t just share what they know; they push boundaries to challenge conventional wisdom. True thought leaders offer fresh perspectives and solutions to complex problems that plague their target industry.
One of the best examples of a true thought leader is Steve Jobs. He was not just an expert in technology, but a visionary who saw the potential of technology to revolutionise lives. Steve’s thought leadership wasn’t about explaining the technical intricacies of iOS, but about communicating its transformative power for everyone.
Myth 3: B2B Thought Leadership Can Be Outsourced
In an era where outsourcing B2B content creation is common, many believe thought leadership can also be outsourced.
While a B2B Marketing Agency can certainly help you in articulating your vision, genuine thought leadership requires authentic insights from within the organisation, particularly from its leaders. It’s about efficiently communicating your brand’s unique vision and knowledge that only those deeply involved in your company and industry can provide.
B2B thought leadership is like a signature dish from a top chef. While the chef can delegate menial tasks, the creation of the dish, with its unique flair and creativity, comes from the chef’s own hands.
Understanding True B2B Thought Leadership
To understand what B2B thought leadership is truly about, we must first strip away the fluff and understand its essence.
B2B thought leadership communication is about being the authoritative voice in your industry, offering unique insights, and setting the direction for others to follow. It’s not just about being knowledgeable, but about being a visionary who can confidently challenge the status quo and inspires others.
Think of B2B thought leadership communication as a lighthouse. While traditional marketing activities might illuminate the immediate surroundings, thought leadership activities shine a powerful beam into the future to guide ships safely through uncharted waters.
In a nutshell, true B2B thought leadership communication is about foresight, underpinned by deep expertise and a willingness to share valuable insights without expecting immediate sales leads.
What B2B Thought Leadership is Not
1. B2B Thought Leadership Is Not Just a Buzzword
The term “thought leadership” is often thrown around loosely, with many B2B marketers labelling any piece of content that demonstrates expertise as a thought leadership piece. However, true B2B thought leadership communication is distinguished by its originality, depth, and impact.
Consider a B2B white paper filled with generic industry trends. While it might be informative, it doesn’t necessarily challenge the reader or provide a new vision. Contrast this with an e-Book that redefines an industry’s future; that’s what true B2B thought leadership is all about.
2. B2B Thought Leadership Is Not Self-Promotion
B2B thought leadership is definitely not about any self-serving promotional content.
It’s about adding genuine value to your audience. Real thought leadership communication is the difference between a sales pitch and a TED talk. While the former is about the seller, the latter is about the core idea.
When a company shares insights that address significant industry pain points, without in-your-face product promotion, they build trust and credibility. This approach ultimately benefits the brand, but the primary goal should be to educate and inspire.
3. B2B Thought Leadership Is Not Being Populist
Many times, true B2B thought leadership communication involves presenting ideas that go against popular opinion. True thought leadership can often be polarising.
It’s about having the courage to speak out and challenge the norms, even if it means facing criticism. This is where true thought leadership happens.
Think of the tech industry. When AI was first introduced, it faced significant scepticism. Yet, tech thought leaders who saw its potential persisted. Today, AI has become all-pervading in the tech world thanks to those early thought leaders who dared to think different.
The Way Forward: Challenge the Status Quo
If you’re forward-thinking business leader, it’s time to rethink your approach to thought leadership.
Before you start creating your next thought leadership piece, here are 4 pertinent questions to consider:
- Is this content offering a new perspective?
- Is this content addressing a significant on-ground pain point that our target audience is facing?
- Is this content backed by deep research and expertise?
- Will this content inspire or evoke meaningful conversations?
Summing Up
True B2B thought leadership is not about following the crowd; it’s about making and leading the way. It’s about having the vision, courage, and insight to shape the future of your industry.
As you audit your current thought leadership content, remember: it’s not about being louder, but about being wiser.